Out of this world
JOST is the global market leader in fifth-wheel couplings and support jacks. With the KKS, the company is launching a product that is unprecedented in the logistics sector: fully automatic coupling at the touch of a button from the driver’s cab. A genuine world first in an industry that tends to view change with scepticism. Reason enough to approach the launch with a campaign that is just as bold as the product itself.
When a product reimagines a familiar category, its communication should do the same. With the KKS, the product design itself provides the inspiration: its distinctive shape is reminiscent of a spaceship. This analogy gave rise to an unconventional key visual and campaign slogan that immediately catches the eye in the logistics sector and provides the foundation for the storytelling. How could the same approach work for your next product launch?
The best way to find out is to have an initial chat.
The central theme runs through the entire campaign universe: a campaign video presents the KKS as a technological milestone, while online banners, print advertising and advertorials ensure visibility across the relevant specialist sector. The campaign microsite brings the product’s added value to life, including an interactive efficiency calculator that demonstrates the tangible economic benefits for potential customers. Sales and customer mailings, along with product brochures, provide further compelling arguments in favour of the KKS. And a nationwide roadshow brings the KKS to life with live product demonstrations. Sometimes, it takes the vision of a space pioneer to move the logistics industry forward.
A galactic production, clearly explained: The campaign video presents the KKS product innovation as a technological milestone. Welcome to the Launch Universe.
Whatever challenge you’re facing, we’re here to help. As B2B Communication Guides, we analyse your brand’s performance, identify strategic opportunities and develop a tailored solution that creates measurable value for your business.
Do you have any specific questions about your brand and communications? Ulli Eiden (CEO) looks forward to an initial brainstorming session.
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