Case

How we're helping VDL launch a new, innovative product in an international market

Client

VDL Nextpole

Expertise

Branding

Content production

Websites

Industry

B2B

Last update

30 October 2026

With the NextPole, VDL Mast Solutions brought a groundbreaking innovation in urban infrastructure to market. These multifunctional poles (also known as smart poles) combine technologies such as EV charging points, connectivity, CCTV and LED lighting in one flexible, open system. Despite its unique character, there was a challenge: how do you make a technically innovative product appealing and understandable to policymakers and investors in a fragmented market?

Challenge

The smart pole market is growing fast, but it is highly fragmented and riddled with misconceptions. Many competing solutions are limited to one or two functions, whereas the NextPole offers a wide range of possibilities. The biggest challenge was convincing policymakers and investors of the NextPole's versatility and added value. At the same time, its aesthetic and functional benefits had to be communicated clearly, without overwhelming people with technical detail.

Although the NextPole had a lot of potential, the product still lacked a clear story, a strong brand identity and a digital presence.

Our approach

To bring NextPole to market successfully, we implemented a structured five-step approach:

1. Insight:

Through workshops and interviews, we mapped the needs of the key stakeholders: policymakers, investors and contractors. We also analysed the competition and the challenges in the urban infrastructure market.

2. Concept development:

We created a distinctive brand identity with a clear proposition that addresses both the current and future needs of policymakers. The name "VDL NextPole" was chosen to emphasise the product's innovative strength and versatility.

3. Strategy:

We drew up a growth plan with clear KPIs. The focus was on brand awareness, lead generation and building authority through digital channels.

4. Execution:

We developed high-quality content, such as a new website, presentation materials and a storytelling framework. These assets helped policymakers share the proposition easily throughout their organisations.

5. Growth:

With targeted SEO, PR and digital campaigns, we built authority and increased visibility.

Results

Recognisable brand identity

Introducing the name ‘VDL NextPole’ makes the proposition distinctive and appealing.

Website

An informative and user-friendly website that serves as a knowledge hub for policymakers and investors.

Growing brand awareness

Digital campaigns and PR generated increased interest from municipal and international clients

Positioned as market leader

NextPole has become the benchmark in multifunctional urban infrastructure.

We are Partout

We are a B2B marketing agency in Eindhoven. We make sure B2B companies land on the shortlist of their ideal customers, especially in complex buying processes where others get stuck. We combine branding and demand generation so you become a brand in demand. Instead of just chasing leads, we build a brand that is seen, trusted and chosen.