For the second year in a row, we were able to win over Siemens Gamesa Renewable Energy for the launch campaign of a new offshore turbine. The SG 14-222 DD is based on the proven technology of its predecessor, but bigger – for a better energy output. It turns out, this is just what our cross-media campaign needs, because in the fight against climate change, every additional watt is welcome.
Featuring a rotor diameter of 222 meters and up to 15 megawatts capacity, the turbine is the new queen on the high seas, and one that customers can trust: thanks to an improved but not fundamentally altered technology, there are no surprises during operation. A good thing, but how do we craft an exciting message from this?
Our approach: with Fridays for future, the fight against climate change gets more awareness than ever before - reliable, efficient offshore wind turbines being the hardware of the energy revolution. This inspired our campaign slogan:
The winds of change have never been stronger.
Around this statement, we created a launch campaign with all the trimmings: a compelling film, an informative brochure, a billboard, a trade fair wall design and a customer event, which unfortunately was cancelled due to Corona-related restrictions.
Our digital launch, on the other hand, scored particularly well in the times of Covid: a total of 30 posts on LinkedIn, Facebook, Twitter and Instagram introduced the turbine to different, targeted audiences and showcased it in a broader sustainability context. 3,871,600 impressions were generated on the four platforms, with Facebook taking the pole position - that's how social and emotional B2B can be!
The launch has so far been a success and we have received so much great feedback internally as well as externally. Everyone loves the concept and the way it is implemented. Our Head of Corporate Affairs (Ben Hunt) calls it “...a great looking campaign, very well executed and a model for how we should do these things in the future...
Janne Lange, Product Marketing Specialist, Siemens Gamesa Renewable Energy