EN 1/ 15 Corporate Publishing Arntz OPTIBELT Group HUMAN. GENIUS. VISIONARY. ON THE TRAIL OF EINSTEIN OPTIBELT WALK Einstein’s life was extremely eventful. A company shifting up a gear. We paid a visit to some of the venues We visit the gearing specialists of his life. in the Dutch town of Heijen. / FROM PAGE 8 / FROM PAGE 20 2 mybelt 1/ 15 CONTENTS | EDITORIAL 3 EDITORIAL CONTENTS #3 COMPANY Behind the scenes How OPTIBELT’s first brand campaign came to life 04 with ambassador Einstein. SPECIAL FEATURE ON THE TRAIL OF EINSTEIN Einstein’s life was eventful. We paid a visit to 08 some of the venues of his life. OPTIBELT IN THE WORLD OPTIBELT Walk Tulips aren’t Holland’s only top export – 20 a fleeting visit to our colleagues in Heijen. NEWS & FACES News from OPTIBELT The OPTIBELT world never stands still. 24 Take a look for yourself. ON NEW PATHS “I have no special gift. I am only passionately curious.” This quote TYPICAL OPTIBELT stems from Albert Einstein. The man who has been the brand ambassador for OPTIBELT since April this year – and thus the Viennese charm figurehead for the first brand campaign in the more than 140- A successful partnership. year history of our company. I am sure that there’s a heavy dose 28 A dialogue. of understatement in the first part of the quote. But what is particularly interesting is the aspect of “passionate curiosity”: PORTRAITS a virtue that we at OPTIBELT nurture as well. As only then, we believe, is it possible to really find new, individual solutions. Geniuses of the future You can’t reach new destinations, after all, on well-trodden paths. Even 60 years after Einstein, Germany has Find out which paths we are taking today, full of curiosity, 32 many ingenious minds. passion and, of course, with Albert Einstein at our side, in this issue of mybelt. DID YOU KNOW THAT … I hope you enjoy reading it. … Einstein even smoked a pipe in the bath? Anecdotes and interesting facts about the 36 Nobel laureate. Reinhold Mühlbeyer, BETWEEN US … Chairman of the Management Board Pittelkow family Two generations in one company. 38 A short interview. 4 mybelt 1/ 15 COMPANY 5 BEHIND THE SCENES Since April 2015, exceptional physicist and Nobel laureate Albert Einstein has been the international brand representative of the Arntz OPTIBELT Group. With this, the first international brand campaign in the more than 140-year company history was launched. Our peek behind the scenes shows how this came about. A GENIUS DOES THE HONOURS. In the middle of the night, he was sitting there with us at the table: Albert Einstein, in person. Grinning mischievously, he sat there, sucking on his pipe, and matter of factly unveiling the biggest mysteries of physics. We listened to him, entranced, and at the end we were convinced: we had found the perfect ambassa- dor for the global brand campaign for our customer OPTIBELT. ON A GREEN SCREEN That was in January 2014. For a full day, we withdrew from our Scribble. Storyboarding. Set. For the board presentation of the everyday work and holed up in a Kochstrasse conference room global campaign roll-out, a sophisticated advertisement was produced. to screen, sharpen and develop ideas for the OPTIBELT brand Using cutting-edge technology and broadcast around the world. campaign. Tensions were running high, as were our customer’s expectations. After all, the campaign would shape the entire global marketing strategy and worldwide distribution for the traditional company for the years to come. And thus also our work, as the lead agency. PERFECT FIT FOR OPTIBELT. It was no accident that we chose Einstein: with his ground-break- ing inventions, he symbolised the very creative power that is deeply anchored in OPTIBELT’s DNA. After all, the family com- pany from Höxter has been thinking on an individual level for Brainstorming at the its customers from day one – you won’t find any cookie-cutter agency follows simple rules: anything goes. solutions in OPTIBELT’s portfolio. 6 mybelt 1/ 15 COMPANY 7 The campaign was presented to the public for the first time at Hanover Trade Fair in April 2015. “ABSOLUTELY INGENIOUS!” While all this was taking place, the OPTIBELT headquarters and Kochstrasse turned into bakeries for a while: the mission was to find the ideal recipe for “Einstein waffle pops”. These were to be handed out as snacks at the OPTIBELT stand at Hanover Trade Fair and needed not only to taste good, but also to look really unique. Therefore, special waffle irons that conjured up Einstein’s portrait on the waffles were produced for the fair. At the official presentation on 10 September 2015, it was clear that all of the effort and attention to even the tiniest detail was worth it: during the campaign presentation, a major customer let out an approving “absolutely ingenious!” We can’t really add any- thing more to that. Going beyond this innovative spirit, Einstein, the winner of the end of the line: Wolfgang Kosubek, Head of Marketing for the Nobel Prize for Physics, was also found to be a perfect match Arntz OPTIBELT Group. With the sentence “We would like to for OPTIBELT’s other brand values – expertise, perseverance and pursue the Einstein approach,” the starting shot was fired for a precision – absolutely (and not only relatively) credibly. So we had spectacular campaign that aimed to do justice to the OPTIBELT found the ideal brand ambassador. brand and its position as one of the leading manufacturers of transmission belts. But there was no time to celebrate: after all, the international launch was set to begin in spring 2015. IMAGE RIGHTS AND MOVING MOMENTS. One of the most pressing tasks: procuring the image rights for the photo and video material of Albert Einstein. Einstein had From USB sticks and bequeathed these to the Hebrew University in Jerusalem, of which bobblehead figures to Albert Einstein embodies starter kits – a wide the very values that he had been a strong supporter while he was alive. In the negotia- range of communication tions about the use of the material, Wolfgang Kosubek did a great media are used. Optibelt stands for. job: in countless phone calls and e-mails, he established an excel- Wolfgang Kosubek, Head of Marketing Arntz OPTIBELT Group lent connection to contact Kathrin Schael at Corbis, the marketer of the (moving) image material. This meant that the contractu- al agreement for the three-year, industry-exclusive right to use the Einstein photos and films was merely a formality. Before the campaign was launched at Hanover Trade Fair, these were AN IDEA TAKES SHAPE. presented to OPTIBELT employees, the sales organisations in the Back at the agency, the Einstein campaign and two alternative individual countries and major customers. ideas were fleshed out by the strategy, consulting and creative team. The last campaign images were still being completed the Of course, they were sworn to absolute secrecy. And a very special night before the presentation. Then it was time for us to present role was played by Albert Einstein – and Reinhold Mühlbeyer, the campaign to the customer … and a week of waiting tensely the Chairman of the Management Board of the Arntz OPTIBELT to find out which approach the management and an inter- Group: to overcome the limitations of time and space and present national team of marketing and sales specialists at the Arntz the campaign in 23 countries simultaneously, a special film was OPTIBELT Group had chosen. produced. This not only featured the OPTIBELT boss making his successful acting debut: thanks to green screen technology, On 14 April 2015, the telephone rang on the desk of Gesa Lischka, the film saw a historical meeting of the company leader and Management Strategy, at the agency Kochstrasse. On the other the exceptional physicist. 8 mybelt 1/ 15 SPECIAL FEATURE 9 The cast-bronze sculpture by sculptor Jürgen Goertz on the grounds of the historical armoury was created in 1984 and pays homage to the city’s most famous son. ON THE TRAIL OF EINSTEIN Who was the man who will be accompanying OPTIBELT as its * brand ambassador in the years to come? We set out on the trail of Albert Einstein and will tell you all about the main milestones of his life and work. 10 mybelt 1/ 15 SPECIAL FEATURE 11 ENCOUNTERS AT EVERY TURN Nevertheless, Einstein left behind a very clear imprint in the city and surrounding area. In 1920, the City of Ulm named a new street “Einsteinstraße” in his honour. In his thank you letter to the city, Einstein noted: “My most comforting thought was that I am not responsible for what happens in it.” In addition to this, Ulm is home to the Einstein Fountain (see page 8 / 9) and the adult education centre named “EinsteinHouse”, at whose foundation stone cere- mony in January 1966 the Nobel laureates Max Born (1882 – 1970), Otto Hahn (1879 – 1968) and Werner Heisenberg (1901 – 1976) were present. AT THE RACETRACK WITH EINSTEIN Einstein is even present in places you would never expect. For example, at the racetrack – at least when the Einstein Motorsport project www.einstein-motorsport.com is in the starting blocks. This is the name under which the University of Ulm’s official motorsport team competes in the “Formula Student Germany”: a design competition (under the patronage of the Association of German Engineers - Verein Deutscher Ingenieure e. V.), where the winner is not decided by the best lap time, but by the best overall package of design, racing performance, financial plan- ning and sales arguments.