The digital transformation of the Liebherr brand

The Liebherr corporate group shows how an internationally B2B-focused company can successfully overhaul its web presence. Together with interactive tools, Liebherr succeeded in presenting itself digitally as a premium brand in line with the required visual identity, while meeting the target groups' and requirements of all divisions.

Alongside the tension between tradition and internationality, the challenge lay mainly in the thematic complexity - eleven fundamentally different divisions with an extensive range of products and services. The solution: a digital umbrella brand strategy.

The website liebherr.com became an international B2B portal that unites everything from corporate content and products to careers and service, putting user needs front and centre. Brand messages derived from the corporate group's core values act as a connecting element.

LIEBHERR - A CORPORATE WEBSITE AS A GLOBAL UMBRELLA BRAND PORTAL

Interactive elements, content marketing specials and emotional product presentations offer user-centred added value and make the brand digitally tangible. The streamlined main navigation ensures clarity. The subnavigation makes it easier to enter the product worlds.

Interactive stages create appetite for more and ensure users quickly reach the information they want. The relaunch led directly to measurable success: visit duration and international traffic rose significantly.