OpportunityMEVA is widely recognized and acclaimed as a leading international provider of innovative formwork solutions. German-based, family-owned and managed, the company was founded in 1970 and today serves contractors all over the world from around 40 locations. MEVA is a leader in quality and technology, engineering and services. Concrete works of any type, size and challenge are served with MEVA expertise.
Action
Through our partner, the GADC, TransAdvantage has been associated with the company for many years, and has accompanied their impressive ascent from a small start-up representation to a major force in the US construction industry.
One of a number of specific assignments was to come up with a unique idea to mark the grand opening of its newly constructed North American headquarters facility in Springfield, Ohio. Meva's challenge: How do you host an event that puts Meva's best foot forward in a new facility and market, while appealing to the cultural sensibilities of guests from all over the world?
Results
Working closely with the team of our sister organization, Hafenbrack Marketing & Public Relations, we began first by redesigning the interiors of Meva's offices and facilities, installing Meva-branded graphics and multi-media as well as brand-cohesive furniture and office accessories. They then set themselves to planning the entire event based on an Oktoberfest concept, transforming Meva's warehouse into an authentic Biergarten. Hafenbrack saw to every detail, from authentic German beers and delicious foods, to a live oom-pah band and lederhosen-clad catering staff. (It never hurts to have a German native on staff to keep you accurate.) Attendees numbered more than 300 and included Meva's German leadership, key customers from the United States, Canada and Mexico, and local and state government leaders. The celebration, which started with speeches and handshaking and ended with music, dancing and cheer, gave Meva a powerful introduction to the North American market and made its owner wonder if he'd ever left home at all.
