The ‘Green Restart Series’
During the 2020 lockdown, Danfoss chose to focus on the global green opportunity of the pandemic rather than only looking at the challenges it brought forth. The ‘Green Restart Series’ concept and campaign was inspired by the values in Danfoss’ ‘Engineering Tomorrow’ brand position originally launched in 2014, showing how they were more relevant than ever before.
The concept represented the next chapter in the organisation’s corporate narrative and position, highlighting the climate and economic benefits of focusing on energy efficiency in key industries and investment in green infrastructure. Every area of opportunity was highlighted with a story of its own backed by compelling global facts, and used as the main themes of a digital campaign.
All stories were collected in a central content hub. This comprised episodic narrative films, cases, a white paper and an interview with Danfoss’ CEO Kim Fausing where he discusses how to put the Green Restart into practice. The campaign was a great success, attracting 81% more video views and over 160% more engagement than expected.
The solution involved placing Danfoss’ CEO Kim Fausing in the spotlight on global digital social channels to send a powerful and clear message to world leaders under the Green Restart concept. To further draw the audience’s attention, this was supported by distinctive print ads in the global edition of the Financial Times, and locally with a 4-page wrap around in the Financial Times placed in all high-end hotels in and around Glasgow.
The media effort spanned six weeks and was orchestrated with Kunde & Co’s assistance. Through intelligent digital media-buying tactics, the campaign generated three times more reach on social media channels, and almost five times more impressions than expected, along with the hundreds of thousands of Financial Times readers.
Repositioning Danfoss as a leader in energy efficiency technology
Green Restart Series
Bringing relevance to a consistent position in challenging times
This is where the transformation starts
Accelerating the position in light of global megatrends
Putting energy efficiency on the agenda with world leaders