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CBC’s Danfoss Drives campaign earns creative awards
Computer & Automation, an important trade publication in the key German market, recently honoured CBC’s work for Danfoss Drives in its annual advertising effectiveness awards. Readers of the magazine awarded CBC’s “Driving Perfection” campaign, which launched Danfoss’ newest generation of VLT drives, with second-place honours in the categories “Best Slogan” and “Best Graphic,” 2008.
The campaign continued a successful tradition of Danfoss/CBC collaboration, begun 15 years ago when CBC produced Danfoss’ first-ever global VLT positioning campaign. Download the ad from the latest campaign here.
Perfect strategy
“Our strategy was to borrow interest from Danfoss’ excellent reputation for sublime engineering forged at the low-power end of the market. However, this reputation was equally relevant to high-power customers,” says Ali Shah, CBC partner and copywriter on the campaign.
The campaign theme, “Driving Perfection,” was a hit both with Danfoss internally and with its customers. And when combined with images of huge, industrial drive applications, the message that Danfoss is in the high-power end of the market comes through clearly.
Online/offline integration
In addition to awareness advertising in print media, which directed readers to a microsite, CBC developed sales material, posters and exhibition material – as well as the web component. The microsite has gone on to become the best performing microsite in the Danfoss group, demonstrating the power of effective online/offline media integration.
For more information, please contact Ralph Krøyer at +45 3525 0160. To be notified whenever there’s CBC news, please join our mailing list.
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