Project description

“SETTING THE SCENE:
The automotive sector is undergoing a sea change. What was previously established practice is now being questioned, or is no longer relevant. Yet at the same time, new technologies and new business areas offer exciting scope for new developments. A vital business area for the future of the sector is thermal management.”
One change we helped to publicise was the acquisition of Behr Hella Service GmbH by MAHLE Aftermarket GmbH. Our design featured eye-catching, complementary key visuals and messages that really encapsulated the importance of thermal management.

“DEVELOPING A STRATEGY:
We wanted to create an enduring message and so developed a two-stage campaign. The first stage revolved around the acquisition itself and the benefits it would bring for dealers, importers and partners. The second stage focused on brand building and promoting a wide-ranging communications package for all partners worldwide.”

“DEVELOPING AND IMPLEMENTING THE CREATIVE IDEA:
Our design featured eye-catching, complementary key visuals and messages that really encapsulated the importance of thermal management.”

“Step 1: Communicating the acquisition
Here we used a red and blue heart as the key visual to represent heating and cooling. The accompanying slogan ‘Our heart beats for thermal management’ reinforces the key visual. Together, the image and slogan symbolise how important thermal management is to MAHLE. It also signals to customers that MAHLE is the perfect thermal management partner to have at their side.”

“Step 2: Image campaign and support partner
The key visual immediately enhances the campaign’s look and feel but also centres around a particular product. This ensures a stronger, more recognisable campaign. We also developed numerous promotional materials and initiatives (digital and in print) for both sales campaigns and retail sales.”