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    B2B Marketing

    Awards 2014, category 18: Cross-Border Communications for Danfoss

    Content, Creative & Campaigns

    B2B MarketingBy B2B Marketing

    Best international audience campaign: 'Innvovation transferred' ClientDanfossCampaignInnovation transferredIntroductionDanfoss wanted to launch a new range of innovative heat exchangers and use the opportunity to redefine its position in the market. To combat a flagging product line, Danfoss decided to move production in-house and developed a new breakthrough “Micro Plate™” design that delivered a number of advantages.InsightAs a late-comer to a mature industry, it’s important Danfoss brings a new propositionto stakeholders. We decided to position Danfoss as the innovation leader within heatexchangers. The innovation positioning is both relevant (in a market starved of productdevelopment) and credible (since Danfoss brings the biggest breakthrough in heatexchangers for 40 years to market).IdeaVisually, the campaign is built on the unique pattern of Danfoss’ Micro Plate™ technology.By using the plate pattern to create images (rather like a pin-screen), we draw attentionto specific benefits as well as Danfoss’ overall USP – the unique plate design itself.ImplementationAds, brochure, film, DMs, exhibition, events, brochures, dealer POS material, digital,identity.Why it should winThis campaign was ambitious and effective. It redefined a global brand, it challengedexisting assumptions, it took an innovative new route to market and it delivered strongtangible results.

    Best international audience campaign: ‘Innvovation transferred’ 

    Client
    Danfoss

    Campaign
    Innovation transferred

    Introduction
    Danfoss wanted to launch a new range of innovative heat exchangers and use the opportunity to redefine its position in the market. To combat a flagging product line, Danfoss decided to move production in-house and developed a new breakthrough “Micro Plate™” design that delivered a number of advantages.

    Insight
    As a late-comer to a mature industry, it’s important Danfoss brings a new proposition
    to stakeholders. We decided to position Danfoss as the innovation leader within heat
    exchangers. The innovation positioning is both relevant (in a market starved of product
    development) and credible (since Danfoss brings the biggest breakthrough in heat
    exchangers for 40 years to market).

    Idea
    Visually, the campaign is built on the unique pattern of Danfoss’ Micro Plate™ technology.
    By using the plate pattern to create images (rather like a pin-screen), we draw attention
    to specific benefits as well as Danfoss’ overall USP – the unique plate design itself.

    Implementation
    Ads, brochure, film, DMs, exhibition, events, brochures, dealer POS material, digital,
    identity.

    Why it should win
    This campaign was ambitious and effective. It redefined a global brand, it challenged
    existing assumptions, it took an innovative new route to market and it delivered strong
    tangible results.

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