When iron stirs emotions
Product campaign “Built for Your Needs. The KBA B2 Presses” among the finalists for the Dresden Marketing Prize 2017
Focus on customer needs
Koenig & Bauer as an attractive alternative in B2 format
At the end of November, the Marketing Club Dresden awarded its 23rd Dresden Marketing Prize in recognition of outstanding campaigns and marketing measures realised by companies and agencies from the city. Koenig & Bauer was taking part for the first time and immediately secured a place in the final. After a selection process involving a total of 30 candidates, 16 nominated companies and five first-round presentations, Koenig & Bauer was commended for its current campaign “Built for Your Needs. The KBA B2 Presses” at an award ceremony attended by 250 guests. After a Gold Stevie® Award for the drupa campaign “Add More KBA to Your Day” and a Bronze Stevie® Award in the category “Best Website”, this is the third honour to be received from the marketing world in 2017.
With the new image and product campaign “Built for Your Needs. The KBA B2 Presses”, Koenig & Bauer is treading new paths in product communication. “Customer-oriented content with added value and an authentic customer approach serve to create an integrated brand and product image. The campaign focuses on two products. Firstly on our all-rounder, the sheetfed offset press Rapida 75 PRO, with its exceptional substrate flexibility and freedoms to define a configuration to suit practically any application. And secondly on the Rapida 76, which takes up every challenge like a true sportsman with its broad spectrum of automation solutions,” says Anja Hagedorn, Koenig & Bauer marketing manager for the business unit Sheetfed Solutions.
Media use within the campaign is both far-reaching and multifaceted. Bridging the divide between the analogue and digital worlds, Koenig & Bauer stages common experiences, prompts emotions and provides information in an entertaining manner. “When even gears and men in blue overalls are sexy, that is marketing,” said Julian Mengler, moderator of the award ceremony, referring to the campaign video. The various communication channels are blended intelligently to promote a sustained and relevant dialogue with the customer. Anja Hagedorn pinpoints the success of the campaign in a single sentence: “It is not the sale which stands in the foreground, but instead the customer and his individual needs.”
The product campaign presents Koenig & Bauer as an attractive alternative in B2 format – with a keen edge and sharpened profile. The 25,000 hits for the campaign microsite and more than 1,100 views for the campaign video on YouTube after just 5 months are figures which speak for themselves.
A series of 14 individual customer events in Radebeul – with 129 participants from 14 countries – established a basis for sustainable B2B lead qualification. To secure and further expand this success in the future, the product campaign “Built for Your Needs. The KBA B2 Presses” is to be continued in 2018.