Believing the hype

With almost every new product launch there is so much hype and the result is usually quite unremarkable. 

This time it felt like something different — hype you really can believe. Linde is one of the world’s largest gases and engineering companies, and the leader in hydrogen technology for its use in zero-emissions mobility. Linde approached Greenspace to create the brand and marketing strategy for an all new hydrogen powered, zero-emissions car-sharing service start-up, to be launched in Munich.

Say hello to hydrogen

Linde’s long-term investment in hydrogen technology is grounded in its firm belief in hydrogen as the most sustainable and planet friendly fuel for mobility.

Hydrogen is the most frequently found element in the universe and can be produced from almost any source.

After detailed induction and learning with Linde, we came to understand that we are witnessing the moment when hydrogen as a fuel is beginning to be produced in a completely green way and, when it’s used in a fuel cell to create electricity to power the vehicle, the only by product is pure water, so clean you can drink it. The implications are tremendous.

Formulating the Legacy Driving Idea

We worked with a cross-functional team from Linde to formulate the Legacy Driving Idea entitled, ‘Believe the Hype’. We brought our substantial knowledge in automotive technology and consumer brand experience and allied it to a fresh perspective on urban mobility, derived from in-depth audience insight research.

Through the close working collaboration with the Linde team, we developed the name ‘BeeZero’ to be the brand name for the new enterprise. The name BeeZero is intended to be a positive call to action to consumers to experience hydrogen powered, zero-emissions mobility by Linde. It invites people to become part of a growing community of progressive, eco-minded leaders.

Let’s get busy

In developing the name, we rationalised the word ‘Bee’ as a metaphor for the hydrogen powered car-sharing service because bees are sociable community builders that symbolise eco-friendliness and work together for a common goal.

In addition, ‘Zero’ captures the tangible and direct consumer benefit derived from hydrogen powered, zero-emissions mobility by Linde.

The brand identity

The branding plays with an animated word ‘Bee’ and the word ‘Zero’ connected by lines that describe motion to convey the active, exploring nature of the target audience and reflects the positioning and personality of the brand.

The BeeZero brand is never static, whether on cars, smart-phones, or communications. The two words link together to carry content across all media formats.

Choosing the right partner

For a big international company like Linde to create a consumer car-sharing service is a highly visible symbol of its long-term commitment to hydrogen technology and renewable energy. Linde wanted a partner that could work with them to devise the brand, along with a comprehensive marketing and communications strategy to be aimed at people living in the heart of Munich, the home of Linde’s global headquarters.

“Greenspace came with a very focused strategy, great creativity and a positive energy that convinced us all that they were exactly the right partner for us.”

Sandy Brueckner — Team lead Customer Communications, Linde AG

Bringing the brand to life

To support the press launch of ‘BeeZero’ Greenspace developed brand guidelines and a range of editorial and social media assets including a BeeZero parallax website featuring the BeeZero brand film.

Looking ahead, we are working on several live event experiences, as well as the production of user videos, competitions and the all-important ‘BeeZero’ App that customers will download to book and drive the hydrogen-powered cars.