Grundfos Blueprint

Our Challenge

Grundfos Commercial Building Services used to distribute an analogue magazine to their European customers and stakeholders. This publication came under pressure as production and distribution costs rose and Grundfos CBS wanted to expand their efforts and communicate globally – without affecting the environment. The challenge was to reach a global audience of consulting engineers and large contractors – in 39 countries and 27 languages – in a way that was manageable in terms of both production and language versioning.

Strategy and Activation

Kernel quickly decided to go with a digital pdf-reader solution in order to minimize distribution costs, protect the environment and get the advantages of a customized, digital solution. The new, digital magazine was dubbed BLUEPRINT. While iPaper supplied the basic technical setup for the reader, Kernel was in charge of creating a customized XML based flash engine to handle the BLUEPRINT content and facilitate the versioning of an English master to 27 languages.

Execution and results

The result of our efforts is a state-of-the-art e-magazine that is sent to 60.000 subscribers worldwide 4 times a year. The layout effectively combines colourful and compelling images with hard technical copy, making it easy to produce content that speaks to both the feelings and minds of the target group. Kernel’s customized flash engine gives Grundfos a head start when it comes to language versioning. Once an issue has been translated, it takes a man only four hours to create a complete, new language version. Articles are written based on input from all 39 countries, and subscribers see only the content that is globally relevant and relevant for their specific region and local market.