Build a unique employer brand and communicate Boehringer Ingelheim ’s EVP to future talent in an engaging and cost efficient way.

1. 1© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.
PURSUE
EXCELLENCE
CASE STUDY
An EVP development for
Boehringer Ingelheim to
strengthen their position as
an employer of choice in
China.
Client
Boehringer Ingelheim
"
Region
China
"
Date
2013"
"
Keywords
EVP Development
The Big Idea

2. 2© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.
BACKGROUND
As one of the world's 20 leading pharmaceutical companies,
Boehringer Ingelheim is growing fast in China. To strengthen their
position as an employer of choice, they were determined to
build a unique employer brand.

3. 3© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.
BRIEF
Build a unique employer brand and communicate Boehringer
Ingelheim ’s EVP to future talent in an engaging and cost
efficient way.

4. 4© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.
SOLUTION
Through 18 in-depth interviews and 3 focus groups in the
research phase, Maximum developed the EVP “Pursue
Excellence with Boehringer Ingelheim”.
Based on this EVP, we created a ‘Kaleidoscope’ concept and
developed inspiring and imaginative visuals to enhance the
message in a captivating way throughout the campaign.

5. 5© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.
PROPOSED
CREATIVE
CONCEPT
The kaleidoscope fascinates and creates
endless possibilities. When in motion (e.g.
in animated banners and videos)– rotates
and gives people the ambiance of
constant expansion, constant growth.

6. 6© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.
joinBI.cn
FINALIZED KEY VISUALS
Developed posters to representing limitless for limitless growth.
joinBI.cn
Developed visual for excellence.
joinBI.cn
Developed visual for Trust.

7. 7© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.
EVP BROCHURE
The brochure is designed for employees and external candidates to learn more about BI’s
employer brand and EVP.

8. 8© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.
PULL-UP
BANNER
The key visuals were used in pull up
banners placed on side during campus
talks.

9. 9© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.
CAREER
WEBSITE
Maximum updated BI’s career website to
integrate the developed EVP and the
kaleidoscope concept into the online
communication. !

10. 10© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.
NEXT STEPS
For more information, talk to me.
Emile Mac Gillavry
Managing Director
T: +86 139 1811 0043
E: emile.mac.gillavry@maximum.com
W: maximum.com/emile-mac-gillavry

11. 11© 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved.
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People’s Republic of China
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© 2014 Maximum Employment Marketing Group. All rights reserved. All content is private and strictly confidential and is the property of Maximum Employment Marketing Group Limited.