RE: Define Simplicity
GEA is one of the global leaders in process technology, particularly in the dairy and food sectors. In line with its long-term goal of achieving net-zero by 2040, the company is launching EngySpeed, a new series of separators that consume significantly less energy whilst maintaining the same high performance. Our task: to develop a compelling narrative for the EngySpeed product launch and to communicate its benefits effectively.
With RE:DEFINE SIMPLICITY, we have developed a guiding principle that is taking the mechanical engineering sector by surprise. Not ‘higher, further, faster’, but simplicity as a game-changer when it comes to sustainability. The compelling arguments in favour of EngySpeed are conveyed through the eye-catching key visual featuring a stand-up paddler. Slowing down as a performance, simplicity as a strength. Emotional storytelling that forms the basis for the launch campaign, trade fair communications surrounding ANUGA FoodTec, and sales meetings.
For the market launch, we applied the campaign concept coherently across all the relevant touchpoints:
With more than 800,000 impressions and a CTR of 0.4 – well above the industry average for display ads – the launch campaign has delivered on the ‘more from less’ promise across the board.
Better performance without the ‘higher, faster, further’ approach: the Engy Speed series operates in a resource-efficient manner and is therefore fully in line with GEA’s sustainability strategy.
Oliver Grage
, Senior Director of Marketing
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