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.
Shortlisted for best use of customer insight
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.
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.
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.
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.
Susanne Køhlert Jacobsen
Marketing Communication Project Manager, Brüel & Kjær
The campaign culminated in a global VIP event, involving prominent market leaders and industry experts.