GEA - Single concept ignites a year-round campaign

Challenges

Explain the complexity of a natural refrigerant in an engaging way.

Position ammonia as a sustainable solution within heating and cooling.

A campaign and marketing materials built to last.

What we did

Build a campaign concept that can stand time.

Create assets that are easy to use for various purposes, channels, and audiences.

Meet the misconceptions and doubts of the target groups by utilizing facts, numbers, and expert figures for storytelling.

Client

Company: GEA
Industry: Industrial & Manufacturing
Country: The Netherlands

ROI

This campaign has exceeded KPIs with a pure organic outreach of 250.000+ impressions and more than 5.500 engagements in its first year.

All as a result of one concept and one content creation phase.

Challenges

GEA has game-changing solutions when it comes to sustainable heating and cooling. However, they use natural refrigerants such as Ammonia to ensure zero emissions and ozone depletion potential.

Explaining ammonia as a natural refrigerant in cooling and heating processes is no easy task. Ammonia has a mixed reputation and its many benefits are less well-known.

The task was to create a campaign that breaks through these barriers and is built to last. Furthermore, it was essential that all created assets can be used across multiple channels, in various formats, and addressing different audience groups.

GEA

Creative concept and exceeded KPIs

"The collaboration with the video department in Cadesign form was inspirational and professional from the first meeting throughout the project. The creative level in both visuals and in terms of storytelling was high, and the combination of CGI and real live-action footage turned out great. In marketing, it is not until you see the campaign results, you know whether the concept and marketing assets meet KPIs. Luckily, KPIs were met and actually exceeded. Last but not least, Cadesign is fun to work with!"

Annemarie HarmsenVice President Marketing & Communication - Heating & Refrigeration Technologies

Solution

Storytelling with impact - one concept to rule them all

We took a starting point in how to best showcase the numerous benefits of ammonia. Letting numbers and facts play leading roles and using experts as a guide for this were the key conceptual ideas for this campaign.

One concept - multiple uses
To ensure a long life span for the campaign, we needed a concept and assets that could easily be repurposed. From sales materials to external landing pages and 35+ social media posts covering different themes and promoting various USPs to multiple target groups. All have been built around the same content.

The key was to keep the content short and to the point. Therefore, the approach was to create a video with 4 simple and impactful chapters.

How ammonia helps you get closer to hitting sustainability goals
After 150 years of working with ammonia, the dangers have been overcome
Facts and numbers over opinions and good intentions
Earning creditability by letting experts outside GEA present the benefits of their solution

Four simple and impactful chapters that were used as the basis not only for video content, but also for developing images, GIFs, shorter cutdowns, and reedits.

*The tagline "Providing the right temperature for change" with the elements from the periodic system are provided by a 3rd party agency.

Give a voice to the most important stakeholders

The campaign also follows harnesses the power of ambassadors. The videos give voice to our future generation, a scientist, an expert, and a customer, while emphasizing action, results, validation, and proof.