Grundfos Conversion Campaign

Our Challenge

Grundfos CBS used to send out a printed CBS Magazine in Europe, and wanted to convert the receivers of this to their new online e-Magazine, BLUEPRINT. Kernel was asked to come up with an idea that would make clients actively change media from print to digital and sign up for the new e-magazine.

Strategy and Activation

Kernel took the analogue magazine as the starting point for creating a conversion campaign. The campaign had to mix recognition of the printed magazine with a communication of the new possibilities of the digital e-magazine BLUEPRINT.

Execution and results

To convey the message of a new, digital platform that replaced the old analogue one, Kernel printed a snakeskin plastic foil for the analogue magazine the last time it was sent out. In this way, the transition from old to new was communicated and readers were curious as to the new digital platform. The campaign was a success and BLUEPRINT now has more than 60.000 subscribers worldwide.