Meva Formwork Systems
Industry pioneer celebrates its European roots.
Meva, a German-based leader in shoring and formwork systems, asked Hafenbrack Marketing & Public Relations to come up with a unique idea to mark the grand opening of its newly built offices 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--especially those of the company's owner? Hafenbrack's creative team 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.