Danfoss

Putting energy efficiency on the agenda with world leaders

Despite 2020’s lockdown, Danfoss successfully launched its Green Restart Series concept to wide acclaim. Now, it’s continuing its efforts to encourage action on the crucial role of energy efficiency in the green transition. Working together with Kunde & Co, Danfoss activated an extensive campaign targeted at a high-level audience at COP26 encompassing politics and business.

About Danfoss: A global leader in enegy-efficlient solutions within mobile hydraulics, heating and coolling, and variable frequency drives to control motors and power conversions, employing over 40,000 people in over 100 countries.

Task

To drive awareness for the critical role of energy efficiency in reaching set climate targets, and position Danfoss as a technology leader in the green transformation.

Solution

An extensive campaign activated during COP26, targeted at high-level policy and decision makers and focused on bringing energy efficiency to the core of the energy transition.

Result

Won the attention of high-level decision-makers on the topic of green transformation, while re-affirming Danfoss’ solution relevance.

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.

Maintaining focus on energy efficiency at COP26

The UN Climate Change Conference in 2021 in Glasgow represented a unique opportunity to further close in on key policy and decision makers and highlight energy efficiency opportunities. Kunde & Co, together with Danfoss’ marketing, public affairs and media relations departments, zeroed in on a strong and opinionated way to attract attention before, during and after the event.

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.