ANNUAL REPORT 2008: TIMES ARE TOUGH by Rahofer for Palfinger AG

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ANNUAL REPORT 2008: TIMES ARE TOUGH

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Austria
Agency Rahofer
Art Director Marcel Chytra, Birgit Fuhrmeister
Released February 2009

Credits & Description

Category: Publications
Advertiser: PALFINGER
Product/Service: PALFINGER CRANES
Agency: RAHOFER
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: RAHOFER, Salzburg, AUSTRIA
Marketing Director: Hannes Reuther (Palfinger Ag)
Concept: Jo Nussbaumer (Rahofer)
Art Director: Marcel Chytra (Rahofer)
Art Director: Birgit Fuhrmeister (Rahofer)
Graphics: Katharina Lassnig (Rahofer)
Photography: Anreas Fitzner (Vienna Paint)
Advice/Lyrics: Scholdan/Company (Scholdan/Company)
Media placement: Annual Report - Public - 01/03/2009

Describe the challenges and key objectives
To show the company’s fundamental data and its medium and long-term strategy as a justifiable cause for optimism.

Describe the brief from the client
These are difficult times for the economy, no company can deny this. The crisis is also quite evident for the world market leader in lorry-mounted knuckle boom cranes. Palfinger’s annual report should show this: openly, honestly and straightforwardly.

Describe how you arrived at the final design
Living the motto “Times are tough”, you can see people in the company, from management to the welder, showing clear signs of the crisis in their faces: a black eye, worry lines, grey hair, scars and bloody noses. But they all carry an optimistic smile that says: “But we are tougher!”

Give some indication of how successful the outcome was in the market
Institutional investors and the press looked upon the courage and humour of the concern extremely favourably. Within 2 months after publishing the annnual report, stock quotations increased about 60 percent.