HEIDENHAIN brand campaign

HEIDENHAIN, a Germany-based manufacturer of precision measurement and motion control technology, was well-established in core industries around the globe. However, future growth relied upon evolving the company’s image—and appealing to mechanical engineers in segments that were new to HEIDENHAIN, like automation, semiconductor and biotech.

I worked closely with HEIDENHAIN to zero in on key brand differentiators, and determine the sweet spot between those and prospect needs/attitudes. The resulting campaign concept, “Precisely where you should be,” speaks to the idea that engineers are the unsung heroes behind some of the world’s most inspiring mechanical accomplishments. The concept came to life through print, digital and video, and launched in conjunction with a new company website.

Objective

Increase awareness and improve perceptions of HEIDENHAIN among the mechanical engineering audience

Strategic insight

Engineers are a curious, extremely driven bunch. They’re passionate about solving problems and finding ways to make things better. And most of all, they’re proud of their accomplishments and the unique way they see the world. HEIDENHAIN had, in the past, been seen as unapproachable and rigid. We needed to show prospective engineering customers that the company valued, appreciated and understood their lives work—and wanted to work collaboratively toward shared goals. After all, the people at HEIDENHAIN are engineers, too.

Tactics

  • Creative concepting and production
  • Website development
  • Print ads
  • Paid digital media
  • Video
  • Case studies and other high-value content

Results

  • 97% growth in website traffic 24 months post-launch
  • 5,000+ qualified leads including professionals from multiple Fortune 500 companies
  • 5x higher CTR (New display ads consistently outperformed channel benchmarks)
  • BrandSmart Award Winner • Gold: “Brand Momentum Award”
  • Telly Award Winner • Silver: Campaign, business-to-business
  • Association of National Advertisers (ANA) B2 Award Winner • Content marketing, video (short form)