Awards 2014, category 21: Cross-Border Communications for Danfoss

November 19, 2014

Best B2B product launch campaign: 'Innvovation transferred' 



Innovation transferred

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.

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).

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.

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

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.



Content marketing