Nooteboom Euro-PX3 Product Launch
The challenge
After more than 145 years of innovation, Nooteboom continues to raise the bar in special transport. As a permanent partner of over 10 years, we were asked for the new Euro-px 3 to introduce the trailer in a way that suits the brand: technically strong, visually distinctive and relevant to a critical, international B2B audience.
The Euro-PX 3 had a number of important improvements:
- Lower overall weight, allowing customers to transport heavier loads
- A wider boom for more work space
- A complete redesign, including unique rear lighting in the shape of the Nooteboom logo
The launch had to take place towards BAUMA 2025, with the added challenge that the trailer had to go straight to Munich after the shoot. There was no room for errors and no possibility to film with load.
The approach
During a joint brainstorm, we opted for a classic product launch approach with an automotive twist. Not a technical list, but emotion, excitement and brand experience.
1. Teaser first
We started with a teaser image on social media: minimalistic, mysterious and brand-oriented. Just a date and a cryptic pay-off.
2. Dual charge pay-off
The pay-off “Light in every way” hit exactly the core:
- Light as a reference to the new iconic rear lights
- Light as a reference to the lower weight of the trailer
3. 3D as a creative accelerator
Because no prototype was available yet and the first rear lights went public immediately, we have 3D recreated the back of the trailer. That's how we were able to create a cinematic teaser that focused on the new rear light and logo.
4. Product launch film
For the launch film, we approached the Euro-PX 3 as a car commercial. We selected several photogenic locations in the Netherlands and shot dynamic action shots and powerful hero images in one day, fully focused on design, lines and movement.
The launch
A few weeks before BAUMA, the teaser was launched. The reactions followed immediately, with a lot of curiosity from fans, followers and the trade press:
“Exciting, that looks promising!”
“I'm curious. I'm looking forward to the rear lamp because it's also shaped like a company logo.”
Just before the start of BAUMA, the entire product launch movie went live.
The result
- 100,000+ views across various social media platforms
- Strong engagement throughout the campaign
- High visibility among fans, customers and international press
- A high number of trailers sold during BAUMA, well above expectations and goals
The Euro-px 3 was introduced not only as a new trailer, but as another step in Nooteboom's design and innovation philosophy.
Why this works
This campaign directly contributed to demand generation by building interest, recognition and preference among the target group well before BAUMA. Instead of focusing on direct leads, we first created demand and desire with teaser content, brand-driven storytelling and a clear pay-off. As a result, the Euro-PX 3 was already top of mind with potential buyers, dealers and press even before they saw the trailer physically at the fair. The result: higher engagement, qualitative conversations at BAUMA and a sales opportunity that felt like a logical sequel instead of a cold introduction.
This case shows how a thoughtful B2B product launch can go beyond specifications. By cleverly combining strategy, creation, 3D and film, you build tension, increase brand value and activate demand even before the product is physically on the stock market.
Exactly where strong industrial brands make the difference.
