Grundfos Thinking Buildings Campaign

Our Challenge

Grundfos CBS needed to activate their Thinking Buildings platform in eight relatively new and very different markets across the world – primarily in Asia and North America. Kernel was given the task of conceptualizing and executing the Thinking Buildings concept in these growing markets in order to create awareness, generate qualified leads, and build the customer database.

Strategy and Activation

The strategy was to combine the Thinking Buildings communications platform with a more hands-on, everyday-business approach in order to promote Grundfos Commercial Buildings Services. We built the campaign on a simple, but flexible concept: big buildings. Big buildings is exactly what Grundfos CBS specializes in and we wanted to underline that for potential, new customers. Thus, the campaign’s activation idea was built on BIG as the key message. The idea was to position Grundfos CBS as the preferred partner in the commercial buildings sector while staying true to the Thinking Buildings concept.

Execution and results

The strategic approach resulted in a range of elements:

A global printed Direct Mail campaign

A global digital Direct Mail campaign

Print ads

Web banners

SEO/SEM optimization

Local events

In the printed Direct Mail campaign the BIG idea was creatively executed as an oversized business letter that had an oversized business card attached to it with an oversized paper clip. Every business letter was followed by a follow-up mailing consisting of an oversized postcard to remind the receiver of the great offers from the letter.

The DM ran globally pushing three different messages for Grundfos CBS:

Sign up for the new Grundfos CBS e-magazine, BLUEPRINT

Sign up for a pump seminars held by Grundfos

Check out our website – the Thinking Buildings Universe – and its tools for engineers.