WHAT REAL WELDERS WANT? WE WOULD ALSO LIKE TO KNOW.
Fronius Perfect Welding is the technology leader in welding solutions – whether it's automated production lines in an industrial context or portable welding equipment for SMEs.
Against the background of increasing competition and price pressure, the Austrian company developed a new strategy in 2017 that Fronius Perfect Welding is to network more closely with its B2B target groups. Our role as Lead agency for B2B? To make the new corporate strategy tangible both internally and externally as part of an international creative campaign.
HOW DIGITALISATION UNITES BRANDS AND PEOPLE.
Fronius Perfect Welding has recognized digitization as a key driver for the future: Under the motto "Let's get connected", however, it is not just a matter of letting the robots communicate with each other under the slogan "Industry 4.0".
It is also about entering into a stronger dialogue with the target groups; to find out what drives the market and which challenges have to be solved by them as technology leaders.
A COMMUNICATION IDEA THAT RAISES QUESTIONS.
What actually distinguishes a good dialogue partner? The simple answer: He asks the right questions and then listens carefully. So, we decided to put a central question at the centre of our communication: What's your welding challenge?
A WEBSITE THAT CHALLENGES.
In the motifs, advertisements, films and banners, a call-to-action refers directly to the website yourweldingchallenge.com. Here we invite customers and partners to tell us their personal welding challenges.
In plain English: Where does the shoe pinch the respective partner the most? The most important challenges in the industry are then tackled and processed directly by Fronius Perfect Welding.
AN IMAGE FILM THAT COUNTS.
Of course, the umbrella idea of the campaign must also function beyond the attention-grabbing image motifs. The current image film, which highlights the future of welding technology with impressive figures in the video, shows how well this works.
SEAMLESSLY ACROSS ALL DISCIPLINES.
- Branding: The new communication idea is not only loved by the entire company, but also lived and breathed by it: This ensures a consistent brand image in every conversation with the employees.
- Sales: Sales, for example, now uses the question from the campaign as a brand-consistent door opener for its customer conversations – and thus receives a great deal of valuable information about the requirements and needs of its leads.
- Trade fair communication: The premiere of the new campaign at the "Schweißen & Schneiden 2017" trade fair in Düsseldorf was met with enthusiasm by the visitors – and amazement at the competition.
- Lead generation: Over 50 new challenges have been received on the website, which as leads lead to close cooperation with the corresponding customers.