For a number of years, Grundfos has distinguished itself as the leading manufacturer of energy-efficient pumps. The company still holds that title, but its competitors are catching up. Consequently, Grundfos has expanded its focus to include the fundamental and unique properties of its pumps - their high quality, durability and dependability. The result is the campaign 'Powered by the impossible' that positions Grundfos as an innovative company in constant evolution and explains Grundfos' vision and mission to develop the ultimate pump solutions.

360-degrees analysis
Preliminary research showed that the actual decision-makers in the purchase situation are the installers, who were consequently appointed the main target group of the campaign. To communicate Grundfos' message effectively, Kunde & Co carried out a 360-degree analysis of the installers' workday and media consumption pattern. This analysis showed that many installers in Europe are members of one or more trade organisations.

As a result, the campaign's main media driver was a massive print campaign in trade and industry magazines that many installers read. To fully activate the concept and meet the target group's media consumption patterns, the campaign integrates a varierty of media platforms.

A female communicator ties all communication elements of the campaign together. She differentiates Grundfos in an industry that is by tradition very technical and product-oriented.

Increasing installers' knowledge
As well as relevant messages, the ads and inserts developed for the trade and industry magazines include links to a campaign site. On the site, installers can evaluate energy consumption for different pump solutions, register for the Grundfos online installer catalogue, find sales arguments and play educational games that increase their knowledge about pumps. Every year, Grundfos also invites approximately 20,000 installers from across Europe to a loyalty building evening at the cinema. A mini-film that describes Grundfos concept and evolutionary mindset is shown before the main film begins.

A rise in sales
Finally, the concept was also rolled out at wholesalers. They received different POS material and a marketing plan that explained the marketing activities Grundfos has planned and improves the communication between wholesalers and installers. Additionally, wholesalers and sales representatives can download and order material on the campaign site. Together the campaign and the integrated approach have resulted in a double digit percentage rise in sales of electronically-controlled circulation pumps.

Print campaign
Based on analysis of the target group's media consumption pattern, a massive print campaign in trade and industry magazines was the strategic main driver of the campaign 'Powered by the impossible'. In total, six double-page ads and a number of inserts have been developed. As well as communicating relevant information, these refer to the website developed especially for the campaign.

Campaign site
The campaign site actively involves the target group and explains the advantages of the energy-efficient pumps in various ways. The installers can evaluate energy consumption for different pump solutions, play educational games that increase their knowledge about pumps, find sales arguments that explain why choosing an energy-efficient pump pays of in the long run and register for a Grundfos online installer catalogue.

Point Of Sales material
Wholesalers are Grundfos' distribution channel and therefore a target group that must be integrated in a communication plan. On an on-going basis, they receive various POS material, including posters and counter mats. Every year, the wholesalers additionally receive a marketing plan. This explains the marketing activities Grundfos has planned during the year to come and helps improve communication between wholesalers and installers. They may also download and order material on the campaign website.

Film
For the campaign, a mini-film was developed. This describes Grundfos' concept and evolutionary mindset. The film has been shown at a number of annual loyalty-building cinema events for installers in Europe and their families.

Awareness gimmicks
Installers spend a considerable amount of their workday on the road and with clients. To raise awareness on the road, installers have been given a Grundfos beanie for the car, and a traffic safety vest that can be used if their vehicle breaks down.