Summary

Danfoss 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. After many successful projects together, CBC was brought in to help drive this ambitious campaign.

Awards

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Key deliverables

  • Product branding
  • Value proposition development
  • Awareness and demand creation
  • Lead generation
  • Nurturing activities
  • Sales and distributor support
  • Product launches
  • Landing pages and microsites
  • Films and animations
  • Print ads and direct mails
  • Sales literature and presentations

CBC positioned Danfoss as the innovation leader within heat exchangers. Visually, the campaign was built on the unique pattern of Danfoss’ Micro Plate technology to highlight specific benefits as well as the overall USP – the new technology itself.

Developing Micro Plate as a component brand (as well as a standalone product) worked as a mark of quality to generate prestige and demand for this new generation of technology.

CBC Danfoss Innovation transferred Symbol

The campaign was rolled out across strategic channels to create maximum impact and to support international sales efforts.

CBC Danfoss Innovation transferred Brochure
CBC Danfoss Innovation transferred Ads
CBC Danfoss Innovation transferred Roll-ups
CBC Danfoss Ecopolis Case

“The Innovation Transferred launch campaign was a game-changer for us. The approach redefined the way we manage strategic product launches. The launch strategy, creative platform and channel plan have had a big impact. The market is taking us seriously again and internally people are very excited about the potential of Micro Plate™. All in all, a resounding success!”

Thomas Heide Jørgensen
Marketing Manager, Danfoss District Energy

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