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Name of the Campaign: “Pumpen Intelligenz”
Initial situation: Wilo´s market situation worldwide is different around the world. Thus a central marketing unit is being founded in home market Germany, which has the objective to support all sales- and marketing units around the globe.
Campaign objectives:
- Worldwide implementation of new corporate design.
- internal and external implementation of the new claim “Pumpen Intelligenz”.
- Internal and external communication of the strategic company objectives to become a solution provider rather than a pure product provider.
- to motivate employees to carry the new company strategy forward.
Creative strategy:
4 - level communication strategy rather than just focus on product communication :
- Image communication
- Target – Group communication
- Application communication
- Product communication
Total marketing expenditure: approx 20 Mio € p.a.
Campaign results:
- acceptance of the new communication approach in all markets.
- image campaign in 22 languages
- adaptation of communication material in 26 markets
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