MCRL® Diagnostic

HORSCH · 2022 · Internal communication · Culture · Internal campaigns

One of the world’s most modern factories needed a culture to match.

In 2022, HORSCH, the German agricultural machinery manufacturer, opened one of its most modern industrial and office facilities in Araucária, Paraná. We were brought in to handle all the internal communication for the rollout: announcements, internal campaigns and employee relations.

Client
HORSCH Brazil
Factory
Araucária, Paraná
Audience
Factory and office employees
Scope
Full internal communication: announcements, HR campaigns, openings, key dates, films and internal pieces
Group company
BDDB.agRISE Films
One of the world’s most modern factories needed a culture to match.

The challenge

A new factory brings together new people, new processes and a global brand many are only starting to know, all at once. Without internal communication, each department creates its own version of the company.

HORSCH needed a partner to speak to every employee with one voice: openings, HR topics, benefits and brand news, always with the German identity adapted to the Brazilian team.

Ownership mindset

An animated film telling how the team’s culture and ownership mindset made the difference during the pandemic, when office staff put on overalls to deliver a machine to a customer.

HORSCH · Ownership mindset · 2 min

What we did

  1. 01

    Listening

    Work with HR and leadership to understand what the team needed to know, feel and do at each stage of the rollout.

  2. 02

    Language

    An internal identity true to the German brand, with photos and a tone close to Brazilian employees.

  3. 03

    Campaigns

    Announcements, posters, emails, wallpapers and events for openings, HR, health and key dates.

  4. 04

    Films

    RISE Films produced the films that tell the company culture in a simple way.

Everything the team needed to know

Internal campaigns for every moment of the new factory.

  1. Cultura

    Ownership mindset

    A campaign showing how culture and an ownership mindset made the difference in 2021, with a film, poster, flyer and email.

    Ownership mindset 1
    Ownership mindset 2
  2. Marca

    7 years of HORSCH Brazil

    A panel and posters celebrating the brand’s arrival in Brazil and reinforcing its purpose: technology and innovation for healthy agriculture.

    7 years of HORSCH Brazil 1
    7 years of HORSCH Brazil 2
  3. RH

    Talent attraction

    Trainee programme, job ads and LinkedIn cover to attract professionals to the new factory.

    Talent attraction 1
    Talent attraction 2
  4. Bem-estar

    Health and quality of life

    Vaccination campaign, Pink October, a psychological, financial and legal support programme, and the community garden.

    Health and quality of life 1
    Health and quality of life 2
    Health and quality of life 3
    Health and quality of life 4
  5. Pessoas

    Key dates and development

    Women’s Month, Father’s Day, a negotiation workshop and choosing the name of the employee association.

    Key dates and development 1
    Key dates and development 2
    Key dates and development 3
    Key dates and development 4
  6. Inaugurações

    HORSCH Shop and leisure area

    Invitations and pieces to open the brand store at headquarters and the new spaces for employees.

    HORSCH Shop and leisure area 1
    HORSCH Shop and leisure area 2
  7. Esporte

    HORSCH team kits

    Four kit options for the employees’ football team, carrying the brand identity.

    HORSCH team kits 1
    HORSCH team kits 2
    HORSCH team kits 3
    HORSCH team kits 4
  8. Social

    Somos Responsáveis HORSCH

    Toy donation campaign for the company’s social programme.

    Somos Responsáveis HORSCH 1

One language across all internal communication

  • Internal communication pieces with one identity
    Internal communication pieces with one identity
  • Trainee programme banner
    Trainee programme banner
  • Ownership mindset flyer
    Ownership mindset flyer

A positioning view

A strong brand starts at home. When employees understand the purpose and see themselves in the campaigns, they become the company’s first ambassadors to customers, suppliers and the community.

In a rollout, internal communication is also management: it cuts noise, speeds up integration and turns a new factory into a team with its own culture.

2022
year of the Araucária rollout
8
internal campaign fronts
2
group companies on the project

Why hire the group for a project like this

In this case, BDDB.ag handled the communication pieces and RISE Films the films. Together they gave HORSCH’s internal communication a single voice.

  • BDDB.agLed this case

    All internal communication: announcements, HR campaigns, openings, key dates, kits and internal pieces.

    Meet BDDB.ag

  • RISE FilmsLed this case

    Institutional films and animations on culture and ownership mindset.

    Meet RISE Films

  • PLUS & MORE

    Live marketing and opening events for employees and guests.

    Meet PLUS & MORE

Does your team know your brand as well as your customers do?

Tell us the challenge. A partner will reply and outline the path, from culture to internal campaign.

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