The Service Team
Winner
Excellence in Brand Strategy and Creation
Brand Strategy – B2B
Credits
Company / Customer
Details
The campaign "The Service Team" focuses on our most valuable asset: our employees and our (service) experts. With our campaign approach, we have broken out of the "communication commodity" of our industry, which mainly focuses on plant and product images. After some initial, internal discomfort, the new campaign approach has been well received. The theme "The Service Team" is versatile and can be used in many different communication formats.
The Jury‘s Statement
With "The Service Team", thyssenkrupp Polysius has succeeded in repositioning itself as a service provider for the cement and lime industry. By focussing on thyssenkrupp Polysius' most important asset, its service experts, the campaign transcends traditional communication boundaries and focuses on trust and partnership. The innovative approach of putting the service experts with their unique skills at the centre of attention clearly sets the company apart from the competition and strengthens the brand identity in the long term. The project impressively demonstrates how a bold step away from product-centred communication towards a strong, personalised brand message can achieve significant service growth and deeper customer loyalty.
