LOHMANN'S CREATIVE CAMPAIGN FOR B2B DECISION-MAKERS:BE FIRST!
THE STORY OF AN EXTRAORDINARY CAMPAIGN FOR B2B DECISION MAKERS.
Lohmann has been active for many years as a provider of B2B adhesive tape solutions, but competes against competitors such as Tesa and 3M, who also have a strong presence and perception in their B2B offerings.
The special thing about this: Lohmann launched UV-LUX, an innovative world first: the first UV-activated adhesive tape technology for industrial use. But the new technology was not yet ready for the market, and development partners had to be found for the last phase of the process. This also had to be done quickly to ensure the first-to-market lead could be maintained.
COMMITMENT THROUGH EMOTION: INSPIRING BUSINESS PARTNERS.
The fact that we present a technology and are looking for development partners is rather unusual for the target group that would otherwise be offered finished products. So we had to get them so enthusiastic that they were even willing to contribute their own performance.
For B2B decision-makers, real innovations in their own projects are of enormous importance. And which engineer doesn't secretly like to be a pioneer? So we brought both together - the rational benefit of being the first to use the new technology for our own market advantage, and the emotional benefit of helping to shape a world first. The whole in an exclusive, personal impression.
AESTHETICS WITH A PIONEERING SPIRIT: A TAILOR-MADE CREATION FOR B2B DECISION-MAKERS.
First! The Lohmann campaign for UV-LUX and the key visuals "Moonwalker", "Benz" and "Lilienthal" not only focus on the innovative character of the product, but also appeal to the ambition of the target group: "Be there and develop something new together with us".
The colour code of the campaign blue/magenta/violet already explains an important feature of the product, because when the UV-LUX tape is cured under UV light, the degree of curing becomes visible through these colours, and the further processing is safer and faster.
The simplicity of the visual and the campaign line works attention-grabbing in all digital channels (microsite, social owned, later digital advertising) and offers a great starting position for the high-quality print mailing, which the addressee can bring to life himself with an included UV torch.
CREATIVE AND EFFICIENT: B2B DECISION MAKERS CONVINCED.
A great success: After half the campaign, we were already 53% above the international target defined by our client in Germany alone.
"The response rate was extremely high and some companies that are interested in the technology are among the first in the German-speaking economy. We have reached customer groups that we did not reach through direct contact before."
Cornelia Sundrum, New Business Development Managerin, Lohmann
