B2B marketing and campaigns are often fact-based, above all. However, it certainly pays to use some of the creativity and humour we often see in B2C campaigns. And these are the exact communication strategies we made use of in this international campaign to market Berendsen A/S.
Revitalisation of B2B Marketing
100 percent competition in 16 European markets is what international cleanroom supplier Berendsen faces. Therefore, the group need an upgrading of their B2B marketing, in the form of a strategic campaign. The campaign was to communicate Berendsen’s value propositions, namely their cleanroom expertise, to the 16 different markets and support the company’s corporate identity. The company sells B2B, and its customers include the pharmaceutical industry, hospitals and research. Therefore, the target audience is both broad and in possession of great expertise.
Kailow developed a campaign strategy inspired by the AIDA model. For example, we have made use of visuals with the well-known stop effect. Visually, we removed the products from their usual sterile cleanroom environments, in order to bring them out of context. In the promotional material, we see i.a. three curling players sliding across the ice wearing sterile blue cleanroom suits, as they try to get a yellow curling stone to its target. Across it, you see the text “It could be for sports, but it’s for cleanrooms only.” Thus, with a twinkle in the eye, the campaign manages to create awareness and make the receiver stop. This is just one of several visuals that communicatively set Berendsen apart from the competition. With communication that appeals through pathos, the campaign gives Berendsen that different identity and edge that makes them stand out. Kailow also created a universe that strategically differentiates Berendsen from the conventional product marketing, which often characterises their industry. Irony is one of the main ingredients of the strategy, intended to get the recipient to remember Berendsen when they negotiate for cleanroom items. Additionally, Kailow has designed a focused game plan for how Berendsen must communicate the sales material to the 16 different markets in the most appropriate and profitable way. Thus, the material targets different markets and can be used for both web, sales and SoMe in the respective countries.
Maintaining position and corporate identity
Kailow’s strategic campaign ensures that Berendsen has uniform communication, targeting 16 different countries. This allows Berendsen to maximise their results. Furthermore, the campaign brings the product out of its context in a humorous way. This strategic moves differentiates Berendsen from the competition, and helps support and maintain their brand position and corporate identity.
Berendsen A/S is Denmark’s leading supplier of items for cleanrooms. The company has 1,200 employees across 16 different European countries. In addition to providing cleanroom items, the company consists of a laundering company. As an added service for customers, Berendsen washes items with a view to maintain the measurable sterility, the company is known for.