Marketing tool for KRONE trailers
With its "seamlessly integrated trailer," KRONE showcases digital services and vehicle technology as a comprehensive service promise. The big picture shows how telematics, workshops, drivers, and logistics are interlinked—and serves as a central marketing and communication tool for different target groups.
topic
Product marketing & digital services
industry
Commercial vehicle construction & agricultural technology
format
• Big picture (product image)
• Two language versions
• Scene cutouts
• Teaser video (animation)
area of application
• Customer presentations
• Employee communication
• Communication with suppliers and partners
• Social media and event introductions
Target group
• Customers
• Employees
• Partners & suppliers
special features
• Building on the KRONE Group's big-picture strategy
Initial situation & challenge:
One product, many perspectives
The KRONE Group is an internationally active family business based in Emsland and is one of the leading manufacturers of harvesting technology and commercial vehicles. With around 8,000 employees worldwide, KRONE combines traditional values with innovative technologies to actively shape change in the agricultural industry, transport, and logistics.
Within the group, Fahrzeugwerk Bernard KRONE GmbH & Co. KG is responsible for digital services related to trailers, among other things. The Telematics & Digital Services department bundles solutions ranging from drivers to dispatch to workshops—with the goal of creating a seamlessly integrated trailer.
The challenge was to present this wide range of services and digital solutions in such a way that different stakeholders could understand the added value at a glance. Traditional presentation formats reached their limits. A visual solution with strategic altitude and a clear message was sought.
The solution: the integrated trailer as a visual overall story
The big picture translates the various digital services and technical solutions into a coherent overall picture. It shows how drivers, vehicles, telematics, workshops, and partners are networked with each other—and how this results in an integrated value proposition.
Visual consolidation turns individual tools into a clear mission: the trailer as a networked system with measurable added value for all involved.
Individual scenes
The seamlessly integrated trailer provides real-time data on temperature, weight, and load status. This allows customers to keep track of their shipments at all times and respond quickly if necessary.
Drivers can access all relevant trailer documents on the go, report damage digitally, and manage transport information directly via the app.
Each trailer has a digital twin in which all vehicle and usage data is bundled. This makes maintenance, repairs, and ordering suitable replacement parts much easier.
This is how the big picture came about
The content was intensively prepared by KRONE over several internal coordination rounds and was handed over to Big Picture in a structured manner. The Big Picture was refined in further joint coordination meetings.
1. Analysis & Structuring
The existing solutions and services were organized and prioritized by KRONE. This overarching system logic was then translated into initial designs. The goal was to create a comprehensible overall architecture for the integrated trailer.
2. Visual connection to the big picture strategy
The image deliberately ties in with the KRONE Group's previously developed strategic big picture. Existing illustrations were integrated and the imagery was specifically developed to meet the needs of the vehicle factory.
3. Finalization & Expansion
In addition to the big picture in two language versions, additional scene cutouts and a teaser video were created. The animation serves as an intro for events and for use on social media.
Effect & Results
The finished big picture is used in every customer presentation, distributed at employee events, and discussed there. It is also used with suppliers and partners to support the overall definition, alignment, and optimization of individual tools.
"Real added value for the target group"
"Our approach of preparing everything thoroughly and clearly has paid off in full. The result: an image, a trailer, and clear, understandable statements create real added value for the target group—without any unnecessary complexity."
Maximilian Birle, Head of Telematics & Digital Services, Bernard KRONE GmbH & Co. KG vehicle factory
Additional formats: Teaser video & cutout
An animated teaser video was developed to complement the big picture. It summarizes the core messages in a compact form and is used as an intro at events and in social media.
Scene cutouts also support flexible use in presentations and sales documents.
Frequently asked questions about
Big Pictures
What exactly is a "Big Picture"?
A Big Picture is a visual representation of complex topics such as corporate strategies, processes, or visions. It summarizes all the important information in a single, easy-to-understand graphic that clearly shows connections and processes.
For what purposes can I use a Big Picture?
Big Pictures are versatile: for internal communication (employee onboarding, strategy workshops), external communication (customer presentations, marketing), training, change management, and for visualizing complex projects.
In what formats is the Big Picture delivered?
We deliver your Big Picture in various formats: as a file for use in all digital channels, as a high-quality large print for your premises, as an animated video for presentations or online channels, and as an interactive Click Picture with info boxes for digital applications.
How long does it take to develop a Big Picture?
The duration depends on the complexity of the topic and the desired scope. After an initial consultation, we will create a detailed schedule and a transparent cost overview.
How is the Big Picture adapted to our company?
Every Big Picture is unique. We work closely with you to accurately reflect your specific content, corporate design, and corporate world. The process involves several coordination steps.
Do you also offer a free initial concept?
Yes, gladly. As part of a free initial consultation, we can also discuss the possibility of developing a non-binding initial concept for your specific topic so that you can get an idea of the possibilities.
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