Hidden champion steps into the global limelight – How FUCHS lubrication solutions are moving the world
First global image campaign of the lubricant and functional fluid manufacturer to be launched across five continents simultaneously. Roll-out at 12 international airports, accompanied by a digital campaign. Cooperation with the strategic and creative experts at Clue One for the brand positioning process and development of the brand campaign. Results-oriented customer relationship concept with both permanent employees and freelance experts.
Once you understand that intelligent lubrication solutions act as invisible helpers, optimizing the use of virtually all everyday products, you will also appreciate that these same solutions are a key component of sustainable future technologies. The core objective of the image campaign is therefore to demonstrate how the lubrication solutions from FUCHS are moving the world of customers and delivering sustainable optimization.
As a hidden champion, FUCHS achieves outstanding popularity ratings in its segment. Those that know the global technological leader for innovative lubrication solutions also appreciate its work and remain loyal customers. To sustainably increase its name recognition, in July 2023 the company will be launching its first global image campaign at 12 international airports spread across five continents. Before taking this decision, an intensive brand positioning process was performed by Tina Vogel, Vice President Corporate Marketing & Communications at FUCHS, in collaboration with Clue One, the Hamburg-based strategic and creative consultancy.
Global 360o campaign: MOVING YOUR WORLD
The aim is now to show the world what is being created strategically, conceptionally, structurally, and communicatively at the company. Why? Because the products from FUCHS keep everyone's world moving on a daily basis by making it more efficient, easier and also more sustainable. The emotional statement MOVING YOUR WORLD sums it up. It all started with the development of a global brand strategy, which now enables more than 6,000 employees worldwide to speak a common language, use the same images and messages, stand up for their shared convictions, and thereby act as a strong and coherent unit.
Tina Vogel took charge of this concept and really brought it to life together with her team at FUCHS and the consultants from Clue One (Carena Bongertz - formerly with the Scholz&Friends Strategy Group and Jochen Volkers - former Strategy Director at Pilot). Vogel explains: "We're on the road to establishing a strong global brand and are also using the strategic goals of our FUCHS2025 transformation program for this. We're placing great emphasis on establishing long-term partnerships and a brand that reflects the trust people are placing in us. The emotional statement MOVING YOUR WORLD also reflects the core and purpose of our brand. It sets out what we stand for and why we do what we do: keeping the world of our customers moving and advancing it ever forward."
The campaign confidently reflects what was already being lived out at the company, albeit rather modestly and pragmatically. Many machines and systems are today considered indispensable. The efficient, sustainably effective product solutions from FUCHS help these work reliably in all situations.
This also serves the company's transformation process. An appreciated and respected representative of the "old economy" is transforming into an international high-tech company that develops tailored solutions in dialog and at eye level with its customers, while striving for perfection. These efforts are not only aimed at traditional sectors, such as general industry, automotive, or metalworking, but also special applications for the aerospace, medical, or renewable energy industries.
Facts on the OOH 360o global awareness campaign: MOVING YOUR WORLD
Presence at 12 international airports: Vienna, Düsseldorf, Warsaw, Mumbai, Bangkok, Ho Chi Minh City, Sydney, Johannesburg, Detroit, Atlanta, Monterrey and Sao Paulo.
B2B targeting campaign on LinkedIn in all airport countries with 50% image ads and 50% video ads. Target group: General/application engineers, employees from selected sectors.
Geo-targeting campaigns via mobile displays near the airports on news and finance websites.
Further target group addressing via: PR, mood movies, ad and editorial placements in specialist media, customer mailings, as well as global and national landing pages.