After analyzing Evonik’s brand identity a unified design came up with a look and feel, consistent across all communication channels, including the company’s corporate identity, its teaser campaign and all live communications and special events to target consumers, the media and company employees. The highlight of the live communications campaign was the veiling and gradually unveiling of the headquarters in Essen.

What made this live campaign so extraordinary was the way every piece of communication was integrated from the very beginning. Everything was synchronized – from the different events, to the TV/radio/print/Internet ads, to the Public Relations efforts.

From August 16 to September 12, 2007 more than five million people saw the veiling and unveiling of Evonik’s high-rise headquarters in Essen. Day or night, the additional media LED-belt were eye-catchers.On the day of the unveiling the event drew the attention of about 40 million consumers and members of the media. Hundreds of live broadcasts consumers watched from around the world.

Major TV stations reported on the event and in the post-event coverage, the high-rise staging was on the front pages of all major German daily newspapers and a prime topic worldwide.