Photo community Tower Crane World

The Instagram for crane operators provides spectacular photos taken from the high-altitude workplaces of Liebherr's clients. Liebherr cranes are located all over the world and the app is used to capture the breathtaking views from those cranes.

The challenge

How can the users of a product be integrated as brand ambassadors in a B2B environment? How can a manufacturer talk about a technically highly complex product without talking about technology?

The solution

Together with We Are Social we have created the Instagram for crane operators. At Tower Crane World, users see impressive photos of cranes or taken from them. They can view photos in their area or virtually visit construction sites around the world. If users take pictures themselves, they can upload them from their photo gallery or take them directly inside the app. Of course, they also find popular community functions to share, link and comment on photos. However, they don’t have to scroll through an endless stream, but only see photos related to their work.

The result

Tower Crane World has created a community of clients whose photos, likes and comments highlighten Liebherr’s products in an emotional way. All over the world, crane operators share their personal views from their exposed workplaces and help Liebherr create a whole new perception of its cranes.