Turning regulatory changes into commercial opportunity

June 19, 2019

MAN Energy Solutions saw upcoming regulatory changes in their industry as a thought leadership opportunity. Launched in January, their 2020 Sulphur Cap campaign is already driving the industry’s conversation and generating leads.

New emissions regulations will hit the global marine industry in less than a year’s time. Everyone needs to make decisions and take action – but no one wants to make the first move. The campaign positions MAN Energy Solutions as the partner with both the expertise and engine solutions to guide businesses through the transition. 



Together we created

  • Creative concept and tactical roll-out plan
  • Landing page design 
  • Animated campaign video, and 13 expert interview videos 
  • HubSpot email campaign
  • Industry trends whitepaper 
  • LinkedIn campaign



“This was our first time running a thought leadership campaign of this size, and the response from the market so far has been extremely positive.” Daniel Vengel Jensen, Marketing & Business Development Manager, MAN PrimeServ CPH.

A detailed case study and full results for the campaign are coming soon. In the meantime, you can check out a similar project with Cobham, who engaged more than 3,000 people with their product campaign, “Be Ready”.

If you'd like to learn more about how thought leadership can generate leads for your sales organisation, contact Ralph Krøyer at rk@cbc.dk or on +45 35 25 01 75. 

Topics: Branding