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.