Summary

Brüel & Kjær wanted to look forward – beyond tomorrow – and position themselves at the forefront of progress with a thought leadership campaign. Providing integrated marketing support at every stage, we helped Brüel & Kjær engage high-level decision-makers and generate C-suite leads.

Awards

Shortlisted for best use of customer insight 

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About Brüel & Kjær

Brüel & Kjær is known worldwide as a leading provider of solutions for measuring and managing the quality of sound and vibration. Celebrating 75 years in business, Brüel & Kjær’s Beyond Tomorrow project explores the future of product development and the role sound and vibration will play.

Key deliverables

  • Landing pages and microsites
  • Print ads and direct mails
  • Event materials
  • Social media content
  • Content marketing
  • Sales literature and presentations
  • Lead generation

Creative concept

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Challenge

Customer demands are constantly shifting, and organisations must scan their markets and understand the future trends influencing their business environment. Senior management saw Brüel & Kjær’s 75th anniversary as an opportunity to look ahead and position the brand at the forefront of progress. Together with Copenhagen Institute for Futures Studies, the Beyond Tomorrow project was born: an ambitious vision study that presents realistic business scenarios for product development towards 2030. 

The project needed a communications partner and platform that would give the project the strong identity, structure and clarity needed to open doors at management level and engage audiences with value-adding content.

Solution

We designed the “Beyond Tomorrow” concept and graphic identity to build awareness with high-level decision-makers. Providing integrated marketing support at every stage, we helped Brüel & Kjær successfully engage this target audience across key communications channels, creating presentations, reports, articles, print ads, event materials, social media posts, animations, and more.

We also structured and created a sales kit to help the sales team present the project’s insights and work with customers to integrate the findings into their strategic planning.

The microsite served as a communication hub for the entire project. Findings were shared on the site and visitors signed up to receive project updates – and the final report.

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A central report shared key trends, insights and scenarios for the future of product development.

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Impact

In just three months, 1000 high-level decision-makers from the likes of Ferrari, Motorola and Caterpillar signed up to receive the final Beyond Tomorrow report. The project culminated in an event at Brüel & Kjær’s headquarters, where the results were presented to 300 customers, industry experts and partners. To date, the campaign has generated 77 C-suite leads.

“Thought leadership of this calibre creates credibility, visibility, and brand loyalty. It's a powerful tool to help grow our business.”


Susanne Køhlert Jacobsen
Marketing Communication Project Manager, Brüel & Kjær

The campaign culminated in a global VIP event, involving prominent market leaders and industry experts.

 

                              

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A comprehensive inbound marketing campaign covered all channels, including social media posts, articles, blogs, videos, animations, and presentations.

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Presentation

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Concept video