Danfoss

"We joke a bit about how this is our BMW brochure"

- Thomas Heide Jørgensen, Marketing Communication and Research Manager, Danfoss District Energy Division

Danfoss District Energy

Danfoss' District Energy division is responsible for Danfoss' products and system solutions for remote heating and remote refrigeration. The division has more than 1,800 employees worldwide.

The challenge

Pravda have worked with several divisions within the Danfoss group since 2004 and on the basis of that, the advertising agency also became involved in the launch of Danfoss District Energy's latest generation of electronic controllers, ECL Comfort, for weather compensation in heating systems. The challenge consisted of identifying the best sales parameters while at the same time ensuring the messages had global impact. Danfoss District Energy expressed the desire for a change in style as marketing material was needed that matched the product's new design.

The solution

Pravda came up with a series of messages that speak to the customer and which can be compared to a stylish and elegant graphic line holding the essence of ECL Comfort: cutting edge made easy. The dial on the front of the product is used as a graphical element in the brochure with the image of a balancing act on a unicycle. It became a symbol of how easily and elegantly ECL operates with advanced weather compensation.

The simple visual language has global appeal and stylistically Pravda have given Danfoss District Energy a look which signifies not just production but innovation too.

"Pravda have created a more modern graphical style than we have previously employed. It supports both the product design and our market position - we are a premium brand and the brochure reflects this. We joke a bit about how this is our BMW brochure.

They have taken a slightly different approach and have really challenged us, and one of the results of this is that it's given us a clearer idea of the customer's opinion of the material. Pravda have executed the task with tactical precision and have matched us well, and at operational level their toolkit is definitely in perfect working order.

During the ECL campaign, Pravda have been acting as guinea pigs for the new design concept for the Danfoss Group and with their extensive knowledge of Danfoss, they have been able to challenge the frameworks and provide Corporate Communications with some constructive feedback."

- Thomas Heide Jørgensen, Marketing Communication and Research Manager, Danfoss District Energy Division