Thermo King®
B2B Product Launch Campaign
A multi-channel B2B launch campaign that couldn’t fail.
Thermo King invented the “reefer” unit (the refrigeration units that allow food and other cold-storage items to be shipped long-distance). They were launching their first new reefer unit platform in 20 years, and the future of the company depended on its success. Our campaign incorporated B2B trade advertising, a dazzling product marketing website, mobile and videos that told the behind-the-scenes story of Thermo King’s cutting-edge engineering feat. We also equipped their sales force with an app that allowed them to calculate ROI with each of their customers in real time, face to face. This launch effort led to a complete sell-out of supply.
We kicked it off with a teaser in trade pubs.
If you work in the trucking industry, you know that Thermo King is synonymous with refrigeration units, and you would know that whatever is under this wrap could affect your profitability.
Leaning into a heritage of engineering.
Thermo King basically invented the refrigeration unit, and had led the category for decades. All of their existing units were built on decades-old technology that was less efficient but deeply trusted. We needed to let buyers know that Thermo King was working to engineer the best all over again.
Breaking down the advances.
With our digital experience, we wanted to take buyers though every major advance within the new Precedent unit. Thermo King didn’t even have a finished unit to photograph, so we worked with partners to make great renders from engineering CAD files. This also allowed us to break it down visually, system-by-system.
Great technology designed for great savings.
Every advance within the new Precedent platform was developed for efficiency, but the upfront cost was much higher than buyers were used to. To help build trust, we created a series of video interviews with Thermo King engineers, where they describe every major system and what they did to make Precedent great. Then we added a fuel-savings calculator, so that buyers could know what to expect.
Designed for an industry obsessed with fuel costs.
The trucking industry operates on razor-thin margins, and any major advance in fuel savings becomes an impossible-to-ignore event.
Enabling the sales force with technology.
Thermo King had been arming their sales teams with brochures and binders for decades. We created a custom roll of our web experience inside an app wrapper so that the sales team could take all the information on the road with them in the most compelling way possible.