Tab to expand menu
CBC_Top_Banner_News

Work

We are well aware that advertising agencies are a dime a dozen. That’s why there has to be something special about us that you won’t find anywhere else. To some it is our creativity. To others it is our ability to understand complex propositions and transform them into something digestible and desirable.

To others it is our profound grasp of B2B marketing strategy. Contact us to find out what we can do for you, but in the meantime view the links below for examples of our work.

Watch_our_videos

Let's get in touch
Ali Shah
CEO, Managing Partner
+45 35250168  |  as@cbc.dk
promotional-spot_11
Svitzer
award_laptop_web
Topspot_svitzer_safety_counts
iMac_svitzer_2
CBC_Svitzer_safetycounter_devices

Svitzer

Introduction

The Safety Counts campaign was designed to support Svitzer’s annual Safety Day
activities for 2015 and – more importantly – to open a channel for promoting year-round
safety awareness on a second-by-second and ship-to-ship basis.

Insight

Svitzer is headquartered in Denmark, but operates worldwide with 4,000 employees
and a fleet of more than 500 vessels. To be effective, it was essential that the safety
campaign was able to engage a geographically diverse audience of office workers and
tugboat crews to keep safety top of mind throughout the year.

Idea

A web-based digital Safety Counter shows real-time safety statistics, and an animated
character, Deckhand Duke, was created to bring safety issues to life in a smartphone
game called Shipshaper. Both aim to build a sense of shared mission and pride of
accomplishment in maintaining a zero-incidents work record.

Implementation

Web-based safety counter, video animation, smartphone game, teaser alerts to
computers and Facebook page, posters, screensavers, giveaway items.

Contact Ralph Krøyer
rk@cbc.dk
for more information

VP_icon
VP Securities
vp_itas_website1b
vp_itas_website2b
vp_itas_website3b
vp_itas_website4
VP_ITAS cover
VP_ITAS spread1
vp_itas-billboard_2

VP Securities

Introduction

VP Securities needed to refresh and raise the brand profile of its subsidiary VP Lux, which it uses to support issuances of securities in the Euro area.

Insight

VP Lux provides solutions and know-how in the field of Depository services. It was established in 2008 as the first CSD in Luxembourg, providing Danish commercial and mortgage banks with a competitive option when financing operations in the Eurozone. Moving forwards, the business needed to communicate a stronger value proposition in order to grow its European position in the Funds market and win new business from its main competitors.

Idea

As well as creating new strategic messages that helped to guide the business internally, CBC also created an original campaign that anchored VP firmly within the financial world it operates. Using Euro notes as a graphic element and strong headlines, key messages could be effectively communicated to a broad, multi-lingual audience.

Implementation

Internal and external materials, including video animation, ads, website development, strategic messaging (mission, vision and values).

Contact Ralph Krøyer
rk@cbc.dk
for more information

CBC_Schilling_Symbol
Schilling
Video
CBC_Schilling_Symbol
CBC_Schilling_website2
CBC_Schilling_website1
CBC_Schilling_profile_report
CBC_Schilling_content_brochure
CBC_Schilling_white_paper
CBC_Schilling_mailers
CBC_Schilling-postcards-letter-box-book

Schilling

Introduction

CBC helped to evolve the Schilling brand and prepare the way for new opportunities in the global market with a new brand platform and a stronger identity that reflected their history and experience.

Insight

Schilling is a leading supplier of IT solutions for publishing companies. However, after 40 years of growth, it faced a saturated marketplace. Continued expansion meant a new focus on alternative European markets. Yet with no brand presence outside Scandinavia, a powerful campaign was required that could establish a distinct and memorable profile in these new territories.

Idea

CBC devised a platform to take the Schilling brand to a global level and develop the company’s image as a business solutions partner in the publishing industry. Our campaign allowed Schilling to take ownership of the world of words by using them as a powerful visual platform, which was successful in supporting the company’s ambitious growth plans.

Implementation

A comprehensive creative platform with a broad range of communications activity, including Direct Mails, posters, ads, white papers, video animations and design guide.

Contact Ralph Krøyer
rk@cbc.dk
for more information

Danfoss_HEX_promotional-spot
Danfoss
Danfoss - Micro Plate™ Heat Exchanger product launch
CBC_Work_Danfoss_HEX_Symbol
CBC_Work_Danfoss_HEX_Ads_620x465
CBC_Work_Danfoss_HEX_Cover
CBC_Work_Danfoss_HEX_Spread
CBC_Work_Danfoss_HEX_Cover2
CBC_Work_Danfoss_HEX_Spread2
CBC_Work_Danfoss_HEX_DM
CBC_Work_Danfoss_HEX_Poster
CBC_Work_Danfoss_HEX_Roll-ups
CBC_Work_Danfoss_HEX_Exhibition

Danfoss

Introduction

Danfoss wanted to launch a new range of innovative heat exchangers and use the opportunity to redefine its position in the market. To combat a flagging product line, Danfoss decided to move production in-house and developed a new breakthrough “Micro Plate™” design that delivered a number of advantages.

Insight

As a late-comer to a mature industry, it’s important Danfoss brings a new proposition to stakeholders. We decided to position Danfoss as the innovation leader within heat exchangers. The innovation positioning is both relevant (in a market starved of product development) and credible (since Danfoss brings the biggest breakthrough in heat exchangers for 40 years to market).

Idea

Visually, the campaign is built on the unique pattern of Danfoss’ Micro Plate™ technology. By using the plate pattern to create images (rather like a pin-screen), we draw attention to specific benefits as well as Danfoss’ overall USP – the unique plate design itself.

Implementation

Ads, brochure, film, DMs, exhibition, events, brochures, dealer POS material, digital, identity.

Contact Ali Shah
as@cbc.dk
for more information

GAC_icon
GAC
DE_poster
GAC_infographic1
GAC_ad5-6
GAC_ad3-4
GAC_ad1-2

GAC

Introduction

GAC has grown to become one of the world’s largest integrated providers of shipping, logistics and marine-related services. In order to strengthen its brand with key stakeholders, GAC needed a new communications platform that could show how it functions as an integral part of a customer’s business at both a strategic and an operational level.

Insight

For GAC, it was important to communicate that even though the customers’ everyday needs are central to its service portfolio, the company goes even further by creating sustainable, long-term value through a combination of strategic support and operational excellence.

Idea

This promise was formulated in the concept “Delivering your strategy”. Rather than focusing on GAC’s own capabilities, this approach took the customer’s commercial goal as its starting point, showing how GAC drives results at an organisational level by acting as the operational extension of a customer’s business plan.

Visually, the concept took strategic business infographics and integrated them with GAC’s core services and the specific sectors in which the company operates.

Implementation

External materials included: profile brochures, films and segment ads. Messages focused on key industry drivers to strengthen the perception of GAC as a supplier of specialist services within complex B2B segments.

Internal materials included: posters, film and internal brand papers. These centred upon the idea that by working together as one, not only would GAC move forwards as an organisation, but the rewards would benefit everyone involved at a career and personal level.

Contact Ralph Krøyer
rk@cbc.dk
for more information

BK icon
Brüel & Kjær
Brüel & Kjær company film - Company profile
BK_logo_close
BK_AD_1
BK_AD_3
BK_brochure_cover
BK_brochure_spread
BK_Industry_brochure
BK_Prod_brochure
BK_waves_mag
BK_website
BK_wall

Brüel & Kjær

Introduction

Brüel & Kjær is a world leader in the measurement and management of sound and vibration. However, the market widely perceived the company as a product provider when in fact it offers far more in terms of complete, end-to-end solutions. As such, a significant change was required to reposition the business as a partner that helps customers at every stage of their design process.

Insight

Brüel & Kjær needed to develop and launch a new brand platform that would rejuvenate the company’s image, change global market perceptions and equip employees with the tools and materials to both understand and sell their new brand story.

Idea

CBC created a distinctive and original communications platform based on a brand promise that also became the company’s tagline – Beyond measure. This concept was able to convey a powerful dual message:
• As specialists in sound and vibration measurement, Brüel & Kjær is beyond measure
• Brüel & Kjær is moving beyond the measurement of sound and vibration to apply its specialist knowledge to solving customer problems with world-class service

Implementation

Internal and external marketing materials include: refreshed company logo, new design guide, ads, animations, brochures, catalogues and designs for website and company magazine.

Contact Ralph Krøyer
rk@cbc.dk
for more information

Svitzer_Shipshaper_promotional-spot
Svitzer
Danfoss - Micro Plate™ Heat Exchanger product launch
Svitzer_Shipshaper_app
Svitzer_Shipshaper_app2
Svitzer_Shipshaper_website
Svitzer_Shipshaper_teaser
Svitzer_Shipshaper_posters
svitzer_safetycounter_iphone
iMac_svitzer_2
CBC_Svitzer_safetycounter_devices

Svitzer

Introduction

SVITZER wanted to improve its safety culture by encouraging behavioural change and supporting its Every day a safe day safety message. The immediate focus of the Shipshape campaign was the annual company-wide Safety Day, but campaign activities and themes needed to promote year-round safety awareness.

Insight

SVITZER is headquartered in Denmark, but operates worldwide with 4,000 employees and a fleet of more than 500 vessels. To be effective, it was essential that the campaign did not come across as a yawn-inducing “lecture from HQ” – that it was able to stimulate a geographically diverse audience of office workers and tugboat crews to keep safety top of mind.

Idea

An animated character, Deckhand Duke, was created to bring safety issues to life in a variety of everyday situations.

Implementation

Video animation, smartphone game, teaser alerts to computers and Facebook page, posters, screensavers, giveaway items, iPad-prize contest

Contact Ralph Krøyer
rk@cbc.dk
for more information

GEA icon
GEA
w+b-photography23442_small
GEA Chemi1
GEA Chemi2
GEA Polymer1
GEA Polymer3
GEA_ads1
GEA_ads3
GEA_ads2
GEA Poster_01
GEA Poster_02

GEA

Introduction

GEA Process Engineering is known as a world leader in the development of liquid and powder process engineering plants for the food, pharmaceutical and chemical industries. The chemical division wanted to promote its unique powder engineering capabilities towards a range of different customer sectors.

Insight

GEA’s drying technology and process plants are used by many of the world’s leading manufacturers. GEA’s process know-how and technology enable customers to produce powders with unique characteristics and properties, while at the same time reducing downtime and minimising production costs. These characteristics are crucial in helping GEA’s customers to differentiate themselves in highly competitive segments.

Idea

CBC wanted to change the focus from technical documentation towards the real value created for their customers’ customers, i.e. a better, more competitive finished product. This was done by portraying how the powder produced on GEA technology and know-how forms the foundation of a number of different well-known and highly recognisable products used all over the world every day.

Implementation

A series of print ads, brochures and posters.

Contact Henrik Bech Jørgensen
hbj@cbc.dk
for more information

Danfoss_Ecopolis_icon
Danfoss
Danfoss_Ecopolis_rotating_banner
Danfoss_Ecopolis_interactive_banner
Danfoss_Ecopolis_interactive_banner2
Danfoss_Ecopolis_cover
Danfoss_Ecopolis_spread_1
Danfoss_Ecopolis_spread_2
Danfoss_Ecopolis_spread_3
Danfoss_Ecopolis_spread_close
Danfoss_Ecopolis_spread_4
Danfoss_Ecopolis_spread_5
Danfoss_Ecopolis_spread_6
Danfoss_Ecopolis_spread_close2
Danfoss_Ecopolis_interactive_banner_close
Danfoss_Ecopolis_posters

Danfoss

Introduction

District energy is a highly efficient way to heat homes and buildings by recycling waste heat from power production and other industrial processes. Danfoss is the world leader in engineering district energy networks and wanted to promote this technology as a solution to lowering emissions and energy consumption.

Insight

Stakeholder insight: Create demand by engaging new stakeholders – i.e., political and urban development leaders – with a view to shaping the EU regulatory environment in favour of district energy.
Channel insight: Tap the existing momentum on sustainable cities by framing district energy as an essential component in the creation of greener cities.
Branding insight: Position district energy as sustainable heating infrastructure for the urban environment.

Idea

Associate DE with the wider sustainable cities movement, presenting it as an essential component in the creation of green cities. Tap into this pre-existing momentum to ensure that Danfoss connects with a relevant and engaged audience.

Implementation

A 20-page tabloid-format thought leadership publication was the centerpiece, acting as a content library of articles, research, infographics, case studies, etc. Live and digital channels were also employed.

Contact Ali Shah
as@cbc.dk
for more information

Terma_icon
Terma
Terma_website_1
Terma_website_2
Terma_website_3
Terma_website_4
Terma_website_8
Terma_Webdesign_guide
Terma_ppt
Terma_profile_ad
Terma_Poster_5
Terma_Poster_1
Terma_Poster_2
Terma_Poster_3
Terma_Poster_4
Terma
Terma_Annual_Report_Cover1
Terma_Annual_Report_spread

Terma

Introduction

Terma A/S is Denmark’s foremost aerospace, defense and security company. As a supplier of highly specialised technologies, Terma often works in conjunction with other companies to co-develop systems or products. As such it is crucial that the company is perceived to be at the frontier of engineering innovation with a deep understanding of customer and partner needs.

Insight

Research shows that Terma excels at going beyond partnership to building a relationship of commercial symbiosis – becoming a true ally for the benefit of both parties – to deliver advanced, mission-critical technology solutions.

Idea

Terma’s unique ability to become an extension of the customer’s own organisation was captured in a powerful visual concept. Based on original “split-screen” imagery, the concept conveyed how Terma seamlessly integrates into a customer’s world using its technology to complete the picture.

Implementation

New website, ads, corporate identity, sales literature, exhibition material, design guide,videos.

Contact Ali Shah
as@cbc.dk
for more information

miga-icon
Migatronic
Migatronic - Welding Value
miga_Welding value
miga_brochure2
miga_brochure3
miga_brochure4
miga_poster
miga_poster2
miga_poster4
miga_poster3
miga_rollup

Migatronic

Introduction

One of Europe’s leading welding machine manufacturers, Migatronic offers a comprehensive range of machines and services for manual and automated applications. Migatronic wanted to expand outside its home market, but faced fierce competition for dealer attention in the sales channel and a market focused on technology and features.

Insight

Migatronic needed to 1) rise above the competition with a strong brand message focused on its ability to deliver business value, and 2) increase dealer support with sales, training and relation–building tools.

Idea

Increase awareness of the business value of Migatronic’s welding solutions, rather than focusing solely on technology. Make customer – and dealer – challenges and needs, rather than Migatronic products, the starting point for all communications.

Implementation

High-impact internal and external launch of new brand strategy with the tagline “Welding value”, supported by programme of dealer tools and activities.

Contact Ralph Krøyer
rk@cbc.dk
for more information

FLS-icon
FLSmidth
FLSmidth - Smart maintenance
FLS_tagline
FLS_ad1_low
FLS_ad3_low
FLS_ad2_low
FLS_maintain
FLS_Profile
FLS_people

FLSmidth

Introduction

FLSmidth is the world’s leading supplier of cement plants. Its aftermarket division, FLSmidth Customer Services, had ambitious growth plans. Achieving these required greater customer awareness externally and greater collaboration internally. Communications had a crucial role to play in consolidating Customer Services under a common brand concept, with strong customer appeal.

Insight

In terms of competitive differentiation, FLSmidth wanted to position itself as the most comprehensive customer services organisation in the business. No one else can offer the breadth of service or depth of knowledge it can.

Idea

Present FLSmidth as the “A-to-Z” customer services provider. Call out individual letters of the alphabet to highlight the diverse and inclusive range of FLSmidth’s specific customer service areas, from “A” for assistance to “S” for spare parts.

Implementation

Media choices to date include: Print ads, posters, website, brochures, events, catalogues, direct mail, animation, give-aways, beer bottles.

Contact Ralph Krøyer
rk@cbc.dk
for more information

promotional-spot_pro-team2
GEA Process Engineering
GEA_broadsheet_5
GEA_broadsheet_6
GEA_broadsheet_7
GEA_ broadsheet_2
GEA_broadsheet_4
GEA_broadsheet
GEA_poster

GEA Process Engineering

Introduction

GEA Process Engineering wanted to communicate its corporate vision and values to employees in its various companies around the world. These behavioural principles (as in most companies) are rather generic, but critical to success. The challenge was to show specifically what they mean for GEA Process Engineering, and to make them resonate with employees.

Insight

The marketing and HR headquarters for GEA Process Engineering are based in Denmark. To avoid the “Not Invented Here” syndrome, the creative solution could NOT come across as headquarter diktats. Employees are spread geographically, but have to pull in the same direction. And vision and values can’t be empty talk or management promises – actual deeds must illustrate the words.

Idea

A graphic novel approach was used. The campaign is built on a cast of comic strip characters whose real-life adventures demonstrate what the division’s values mean in practice.

Implementation

Comic strips in employee newsletter, posters.

Contact Ali Shah
as@cbc.dk
for more information

Thrane&Thrane_icon
Thrane&Thrane
Thrane6000_ipad1
Thrane6000_ipad2
Thrane6000_ipad3
Thrane6000_brochure
Thrane6000_ad1
Thrane6000_ad2
Thrane6000_ad3
Thrane6000_roll-up

Thrane&Thrane

Introduction

The SAILOR 6000 Series is a new suite of marine satellite and radio communication equipment for use aboard professional vessels. The equipment can be sold as standalone items or as part of an integrated communications console.

Insight

The inspiration for this new generation of products was user feedback and maritime insights. Each product had been painstakingly re-engineered to make it more intuitive, ergonomic and durable to support operational life aboard commercial vessels.

Idea

The creative idea highlights that Thrane & Thrane has literally tuned into end-users toensure that its new product line is on the same wavelength as those intended to use theproducts. This understanding of users is further reinforced by imagery taken aboardreal working vessel, using real sailors.

Implementation

Ads in trade magazines, microsite, exhibitions, posters, sales literature, data sheets, dealer POS material, emails, presentation.

Contact Ali Shah
as@cbc.dk
for more information

dansensor-icon
Dansensor
dansensor_fresh_thinking
dansensor_website
dansensor_brochure1
dansensor_ads
dansensor_brochure
dansensor_brochure3
dansensor_brochure2
dansensor_ads2

Dansensor

Introduction

Dansensor is a Danish manufacturer of quality control and assurance equipment for the food industry. The company focuses on MAP (Modified Atmosphere Packaging) food applications. Three general developments form the backdrop for CBC’s recommendations for a new communication concept:
1. Dansensor – formerly a generalist, with customers in numerous industries – has become a specialist focused solely on MAP (Modified Atmosphere Packaging) food
applications.
2. Dansensor is increasingly targeting larger, more sophisticated companies, with testing systems that meet the food industry’s increasingly strict requirements.
3. Dansensor is moving to a more customer-oriented marketing philosophy that reflects the company’s roots in consulting and its strengths in technology and solutions.

Insight

Dansensor’s main differentiators are its excellent product quality, good service and problem-solving capabilities.

Idea

If food could talk, what would it be saying?

Implementation

Website, ads, exhibitions, direct mail, internal launch materials, sales support materials.

Contact Ralph Krøyer
rk@cbc.dk
for more information

Thrane&Thrane_icon
Thrane&Thrane
Thrane&Thrane_Game
Thrane&Thrnae_Game1
Thrane&Thrnae_Game2
Thrane&Thrnae_Game3
Thrane&Thrnae_Game4
Thrane&Thrane_ad1
Thrane&Thrane_Sales_brochure
Thrane&Thrane_poster_rollup

Thrane&Thrane

Introduction

SAILOR Satellite TV is a satellite television system built specifically to meet the demands of maritime professionals. It delivers exceptional reception and availability, even in rough seas or polar locations.

Insight

As fewer people consider a career at sea, crew welfare has become a key issue for shipping companies. Professional sailors DO work under tough conditions – they are often at sea for weeks at a time, face harsh weather and have limited entertainment opportunities. Thrane’s product launch occurred the same year as one of the world’s greatest “live” events – World Cup. It provided a natural opportunity for Thrane to dramatize how to boost crew wellbeing with a professional satellite TV system.

Idea

The campaign was built on the product’s most compelling messages – SAILOR Satellite TV is in another league to the competition, and with it sailors can literally bring live sports aboard.

Implementation

Ads in trade magazines, exhibition materials, posters, product brochure, data sheets, dealer POS material, channel activation.

Contact Ali Shah
as@cbc.dk
for more information

FLSmidth_icon2
FLSmidth
FLSmidth_eHighligts
FLSmidth_profile_brochure_covers
FLSmidth_profile_brochure
FLSmidth_product_brochures_HOLD
FLSmidth_Internal_paper
FLSmidth_rollups_HOLD
FLSmidth_Internal_events_HOLD

FLSmidth

Introduction

FLSmidth is the leading supplier of complete plants, equipment and services to the global cement and minerals industries. The company wanted to consolidate its core brand – to unite the cement and minerals sides of the business under a common image – and to more strongly align subsidiary company and product identities with the central brand.

Insight

Because of its size, comprehensive product portfolio, extensive experience and local presence in 40+ countries FLSmidth is uniquely able to act as a single-source supplier to both cement and minerals customers.

Idea

The campaign positions FLSmidth in a class by itself. Photography of large plants andequipment demonstrate the impressive industrial power and depth of resources thatFLSmidth represents. “Delivered” headlines emphasize FLSmidth’s ability to meet allof its customers’ requirements – a capability encapsulated in the campaign tagline, “One Source”.

Implementation

New visual identity and tagline, trade advertising, print collateral, online media, internal print and online communications.

Contact Ralph Krøyer
rk@cbc.dk
for more information

Crisplant_icon
Crisplant
Crisplant_Web_site
Crisplant_design_guide
Crisplant_ad_2
Crisplant_ad_1
Crisplant_brochure_cover2
Crisplant_brochure_spread2
Crisplant_Name_brochure
Wrist_logo_close
Crisplant_brochure_cover1
Crisplant_brochure_spread1
Crisplant_Stationary

Crisplant

Introduction

Crisplant is a world leader in material handling technology, supplying automated high-speed sorting systems to the postal, logistics and airport sectors. Having been spun off as an independent entity by its parent company, FKI Logistex, Crisplant needed to rebrand itself.

Insight

Crisplant’s USP is its technology. No other competitor has better products or engineering skills. Crisplant was the clear innovation leader.

Idea

Crisplant has lifted material handling to a fine art. By creating unusually complex patterns – that require exceptional control and synchronisation – out of material handling conveyors, CBC was able to illustrate that Crisplant can handle any sortation task. The potential is endless.

Implementation

Ads for trade publications, corporate identity, sales literature, exhibition material, website, branded clothing, brand book.

Contact Ali Shah
as@cbc.dk
for more information

Wrist_icon2
Wrist
Wrist_website
Wrist_logo_close
Wrist_ad_3
Wrist_ad_4
Wrist_ad_2
Wrist_ad_1
Wrist_corporate_brochure
Wrist_corporate_brochure_close
Wrist_headline_close

Wrist

Introduction

Wrist supplies ship owners and ship management companies worldwide with provisions and stores and with a growing range of services such as marine logistics and sea catering. To consolidate its position as a leader in ship supplies, Wrist was determined to raise market awareness through a corporate branding campaign.

Insight

Wrist is among a handful of ship supply companies who can claim to have global reach. In a highly fragmented market of small local and regional suppliers, Wrist offers its
customers a one-stop-shop service.

Idea

Wrist can stock just about anything and deliver virtually anywhere – the only variable isthe ”when”, which is decided by the customer. This is summed up by the creative themeunderlying the branding campaign: “Just say when”. The theme is supported by dramatic visuals and a confident promise of global service.

Implementation

Print ads in trade publications, collateral brochures, website

Contact Ralph Krøyer
rk@cbc.dk
for more information

GAC_icon
GAC
GAC_intro
GAC_company_value
GAC_trucks
GAC_ads
GAC_pin_box
GAC_pin
GAC_corp_brochures
GAC_company_value

GAC

Introduction

Headquartered in Dubai, GAC is a privately owned company engaged in shipping and logistics, employing more than 8,000 people worldwide. Following five years of global expansion, management was concerned that the “GAC Spirit,” which had inspired employees in the past, might itself become a casualty of globalization.

Insight

CBC suggested that it was time for GAC to “go local” once again, communicating the GAC spirit in a way that would inspire and reassure local staff—whose motivation in turn would be felt in the market.

Idea

The product as hero is a familiar advertising strategy, however GAC’s product is very much its people. Dozens of local GAC “heroes” were selected as avatars of the GAC spirit and featured in internal and external marketing.

Implementation

Handbook, film, logo, newsletter, advertising, sponsorships.

Contact Ralph Krøyer
rk@cbc.dk
for more information

SATAIR-icon2
Satair
SATAIR_tagline
SATAIR_ad1
SATAIR_profile
SATAIR_sinage
SATAIR_Stationary
SATAIR_ad2-3

Satair

Introduction

Satair, the world’s largest independent distributor of aerospace parts, wanted to move up the pecking order in customers’ eyes, while unifying the company under one brand following several acquisitions. Satair functions as a gateway between aircraft manufacturers and operators on one side of the customer equation, and aircraft parts manufacturers on the other.

Insight

Rather than competing just on availability, price and lead time – like most suppliers – Satair needed to communicate that it offers a whole different level of service. Beyond parts, Satair’s entire organisation is geared towards helping customers keep operations up and running, for example through inventory management.

Idea

By focusing on the ultimate benefit for the customer – planes in the sky – this conceptcommunicates that Satair offers business continuity, rather than merely aerospace parts.

Implementation

By focusing on the ultimate benefit for the customer – planes in the sky – this concept communicates that Satair offers business continuity, rather than merely aerospace parts. – Ads for trade publications, corporate ID programme, sales literature, exhibition stand. For employees: brand launch newsletter, posters, screensaver.

Contact Ralph Krøyer
rk@cbc.dk
for more information

OW-icon2
OW Bunker
OW_ad1_low
OW_ad2_low
OW_ad3
OW_news
OW_-trade-ad1_low
OW_-trade-ad3_low
OW_-trade-ad2_low
OW_brochures

OW Bunker

Introduction

OW Bunker supplies ships with fuel oil, or “bunkers.” Its image has been established largely through personal contacts—the company does not have a marketing department—but having decided to expand internationally it wanted a global brand image as well.

Insight

OW competes both with small local suppliers of bunkers and multinationals offering everything from bunkers to petrol. Accordingly, OW was positioned as an ideal middle way: as being “There for you” worldwide—unlike locals—yet specialized—unlike Big Oil.

Idea

Shipping publications abound with photographs of ships and creative metaphors likepropellers and knots. The OW campaign shuns these, communicating instead literallywith its product. Words and symbols are actually written or drawn in oil and then photographed.

Implementation

Trade advertising, print collateral, online media, newsletters, stationery.

Contact Ralph Krøyer
rk@cbc.dk
for more information

DNP-icon
Supernova
Supernova - The power of contrast
DNP_ads
DNP_brochure
DNP_DM
DNP_avis

Supernova

Introduction

Supernova is a new type of front projection screen – an “optical” screen. It offers brilliant image quality, even in broad daylight, thanks to imbedded lenses able to absorb ambient light.

Insight

Contrast is the key to Supernova’s outstanding performance. Even in brightly lit environments the screen offers up to 10 times more contrast, resulting in exceptional image definition and colour saturation. The campaign differentiates Supernova by positioning it as the premium, high-contrast “optical” screen in a market full of cheap, low-tech alternatives.

Idea

The campaign was built on Supernova’s most powerful USP – high image contrast. CBC’s creative idea relied on high-contrast photography to capture both the functional and emotional benefits of using Supernova and showcased its premium performance.

Implementation

End-users: Film, ads, ambient, direct mail, ID programme, website, sales literature – Channel: Dealer campaign, sales presentation, case stories, posters.

Contact Ali Shah
as@cbc.dk
for more information

DE-icon2
Trade Council of Denmark
DE_ad1
DE_ad2
DE_ad3
DE_ad4
DE_poster

Trade Council of Denmark

Introduction

The Trade Council of Denmark (part of the Foreign Ministry) helps exporters establish or enhance commercial activities all over the world. Despite having an awareness of over 70%, the body felt it needed an awareness campaign to combat flagging interest.

Insight

The Trade Council’s main challenge is better defined as preference, not awareness. Its image is outdated, and exporters are reluctant to use its services as they (mistakenly) feel the body lacks real-world experience abroad.

Idea

Playing on the design of Denmark’s national flag, this campaign dramatises theorganisation’s exceptional geographic footprint and explains that the Trade Council ison the ground in 90 locations worldwide. Visually dramatic, the tone of voice is confident, while the message itself is a stirring call to action

Implementation

Print ads in business publications
Billboards at Copenhagen Airport integrated with display stands containing specific
product information

Contact Jeppe Grangaard
jeg@cbc.dk
for more information

Need help?

Get in touch