Hiab in Zaragoza – Black is Back 2

One year after the success of the ’Black is Back’ event in their hometown of Hudiksvall, Hiab’s management contacted us again to take the next step.

"I feel so proud!"

One year after the ’Black is Back’ event in their hometown of Hudiksvall, Hiab contacted us again. The results of that event had not only brought Hiab closer to being the market leader in the world, they had also beaten all sales budgets several times over. Now the company management wanted to take the next step.

CHALLENGE. Hiab is one of the world's leading suppliers of crane systems for trucks. Their sales force and dealers span the globe. The management wanted to bring everyone together in the sales department again to show how the company had worked on quality assurance and sustainability, and to showcase the new products in the range.

At the time, one of Hiab’s factories had just undergone a major transformation – from traditional industry to a modern, clean and stylish business. We saw valuable symbolism in holding the event here to support the purpose and goals. Zaragoza, Spain, became an obvious location for ”Black is back 2”.

SOLUTION. All events have challenges that require creative solutions: In Zaragoza, this was finding a good place to showcase the new products in the range – they are huge in size! In an industrial area, near the factory, we finally found a hotel and conference facility that could accommodate all 150 participants and at the same time display the products in a neat exhibition.

Participants were able to familiarize themselves with the new electric cranes, try them out, and learn all about them in various workshops. Additionally, we provided opportunities for socializing and dedicated time to strengthen the company culture, two important goals of the event.

RESULTS. Black is Back 2″ was just as successful as Step 1 in Hudiksvall a year earlier. It was also clear that the event created a special pride in the brand, not only among the participants but also among those who work at the factory in Zaragoza: They had never experienced anything like it before!

”I feel so proud,” said the factory manager, who was proud of Hiab and the honor of welcoming management, sales representatives, and partners to their factory.