Automotive Client's Transformative Event
- Frankfurt
- Meetings & Events
- Automotive
Crafting a New Culture
THE CHALLENGE
Inspiring Cultural Shift
A leading premium automotive brand invited 500 employees to Frankfurt for a transformative leadership event, designed to drive cultural change within the organization. Held over four days, with 125 attendees per day, the event aimed to inspire employees to embrace new principles and adopt a “game-changing” mindset.
This was not just another team-building event. It needed to act as a catalyst for lasting transformation, embedding new behaviors and mindsets into the organization’s DNA. The challenge was to create an experience that communicated eight core principles critical to the brand’s future, delivered an immersive and engaging environment that resonated with employees, and fostered a sense of ownership in driving cultural change. To succeed, the event had to go beyond traditional corporate experiences, leaving attendees inspired, empowered, and ready to champion change.
THE SOLUTION
Immersive Storytelling Unfolded
To ignite this transformation, Impact XM reimagined the standard corporate event by introducing vibrant colors, bold fonts, and unexpected elements, a complete departure from the usual identity of the automotive brand. Every aspect of the event was designed to surprise, engage, and reinforce key principles in a dynamic and memorable way.
Participants began their journey under the impression that they were attending a typical conference. However, the event’s disruption was revealed when the Managing Director appeared on-screen to interrupt the presentation, setting the tone for unexpected change. Attendees were then led into the ‘Change the Game’ zone—an explosion of color, light, and energy where each key principle came to life through immersive experiences.
Activities such as origami butterfly-making symbolized growth and transformation, while a partner maze challenge fostered collaboration and trust. Buzz wire racing encouraged perseverance and determination, all within fully branded environments that emphasized the company’s new direction.
The transformation extended beyond the sessions. Even the catering experience aligned with the theme, offering a street-food-inspired menu served from glowing stations with neon dishes and accessories. A specially designed treat stand showcased handcrafted desserts, while self-serve fridges were stocked with premium beverages to encourage a relaxed, interactive atmosphere.
Pre, during, and post-event communications were carefully orchestrated to build excitement and reinforce key messages of the automotive brand. Prior to the event, the mobile app introduced subtle hints that change was coming, creating a sense of anticipation.
Onsite, vibrant signage and unexpected details—such as coffee cups featuring motivational slogans and bathroom stickers with thought-provoking messages—kept attendees immersed in the experience. A live ‘tweet wall’ displayed team members comments and photos in real time, amplifying the energy and encouraging participation throughout the event.
The transformation didn’t end when attendees left Frankfurt. On the Monday following the event, employees returned to their HQ to discover that the momentum of “Change the Game” had followed them home. Colorful posters and origami butterflies adorned the walls, bright meeting areas encouraged collaboration, and branded merchandise served as daily reminders of the new culture.
The app was also transformed into an interactive platform where employees could continue sharing their ‘Change the Game’ stories, ensuring that the excitement and commitment generated during the event carried on.
THE IMPACT
The success of the leadership event extended far beyond the initial live experience. The excitement, energy, and commitment generated during the event inspired a ripple effect throughout the organization. Employees returned to their roles not only with a new mindset but also with the tools and motivation to drive cultural change from within.
As a direct result of this success, Impact XM was entrusted with planning a similar event for the brand’s UK employees, ensuring that the momentum for cultural change continued across the organization. The event was more than a launch, it was the beginning of a new culture, empowering employees to embrace change and lead the organization toward a bold and innovative future.
