All work

Danfoss

Rejuvenating market demand

Danfoss | Rejuvenating market demand | CBC | Cross-Border Communications | Leading international B2B branding and marketing agency
Danfoss | Rejuvenating market demand | CBC | Cross-Border Communications | Leading international B2B branding and marketing agency
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

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.

Key deliverables

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

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.

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

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

Danfoss | roll-ups | The campaign was rolled out across strategic channels to create maximum impact and to support international sales efforts
Danfoss | roll-ups | The campaign was rolled out across strategic channels to create maximum impact and to support international sales efforts
“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 Jorgensen,
Marketing Manager
Awareness-winning
product launch concept
Awareness-winning
product
launch
concept

As Danfoss launched a new range of innovative heat exchangers, the company wanted to use the opportunity to redefine its position in the market.

To combat a lagging product line, Danfoss decided to move production in-house and developed a new, breakthrough “Micro Plate™” design that delivered a number of advantages.

Learn more about:

  • Creative product launch concepts
  • Effective go-to-market strategies
  • Integrated campaign activities
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