AWARDWINNINGWORK

ProjectOn your frequency

ClientThrane & Thrane

Year2011

BEST CHANNELMARKETING INITIATIVE

ClientThrane & Thrane

CampaignOn your frequency

IntroductionThe SAILOR 6000 Series is a new suite of marine satellite and radio communication equipment for use aboard professional vessels. The equipment can be sold as standalone items or as part of an integrated communications console.

InsightThe inspiration for this new generation of products was user feedback and maritime insights. Each product had been painstakingly re-engineered to make it more intuitive, ergonomic and durable to support operational life aboard commercial vessels.

IdeaThe creative idea highlights that Thrane & Thrane has literally tuned into end-users to ensure that its new product line is on the same wavelength as those intended to use the products. This understanding of users is further reinforced by imagery taken aboard real working vessel, using real sailors.

ImplementationAds in trade magazines, microsite, exhibitions, posters, sales literature, data sheets, dealer POS material, emails, presentation.

Why it wonA powerful combination of complementary media channels, insightful content and dealer engagement made this a highly effective product launch. The main campaign metric was a microsite. This achieved 60% penetration among the primary target group and average time on site was over 7 minutes per visit in some markets.

Executive summary

The clientThrane & Thrane makes radio and satellite communication equipment for professional users, addressing aeronautical, land mobile and marine communication needs. Maritime communication technology accounts for 65% of turnover and is marketed under the SAILOR brand name.

The core of the SAILOR range is the GMDSS (Global Maritime Distress and Safety Systems) portfolio. This equipment is required by maritime law, with specific requirements for different vessel types defined by the International Maritime Organization. The SAILOR 6000 Series is Thrane & Thrane’s latest range of GMDSS-compliant radio and satellite systems.

StrategyChannel strategyThe overall channel strategy was to support every phase in the sales funnel with relevant marketing material. And this process began by activating the B2B marine dealers.

Traditionally, SAILOR products were sold through a collection of hand-picked regional partners (distributors), who in turn pushed products through local dealerships. The trouble with this model was information decay as marketing information travelled along the sales channel to the point of purchase. Marketing material and brand messages were just not getting through to dealers or end-users.

To better control information flow and reach out directly to local dealers and end-users, it was decided that a dealer microsite would form the centrepiece of the product launch. Here local dealers could, in effect, get briefed directly from Thrane & Thrane. The site contains overall brand positioning information, product details, downloads and marketing materials. This gave dealers everything they needed to understand and promote the new SAILOR 6000 Series. However, the microsite was broad enough to also cover the needs of end-users and could act as a marketing channel in its own right.

In addition to the microsite, the launch was supported by end-user directed advertising (which drove traffic to the microsite), POS posters and banners, product literature, exhibitions and events, presentation material and emails.

Award briefing

Content strategyPositioning strategy – see The creative idea

Another strategic content consideration was flexibility. The SAILOR 6000 Series is a whole suite of products that need to be marketed both individually and in combination. As such it was important to develop a flexible “umbrella” concept that could work both for the product range as a whole and for the promotion of individual products.

Finally, content needed to be implemented across a variety of media channels, so it was important that the concept could be applied to everything from advertisements to emails.

Launch strategyThe SAILOR 6000 Series was launched at SMM 2010, the world’s largest tradeshow for the maritime industry.

Over 200 key partners from across the globe were invited to an exclusive briefing the night before the SAILOR 6000 Series officially launched at Thrane & Thrane’s exhibition stand.

Objectives of the campaign• Position SAILOR 6000 as the most intuitive and customer-centric product range in its class• Reach out to a much wider group of local dealers worldwide • Generate end-user awareness and interest in SAILOR 6000 Series

The creative ideaThe creative concept was inspired directly by the technical briefing. The SAILOR 6000 range of products was developed on the back of customer feedback. Thrane & Thrane had re-engineered each product in the range to offer new features, overcome weaknesses and meet customer requirements more effectively than ever. This insight into the working reality of life at sea was the basic idea behind the concept “On your frequency”.

Visuals merge the rough, physical environment of professional seafaring with the benefits of SAILOR’s advanced technology. Mixing photographs and graphics, images show maritime professionals transmitting their ideas and thoughts back to Thrane & Thrane. The messaging conveys that all this customer feedback has (literally) been taken onboard to create a new generation of superior products. Key to this campaign was authenticity, and great lengths were taken to actually board real working vessels to photograph professional sailors in their natural environment.

extreme durability?We hear you

info@thrane.com · www.thrane.com

Introducing the new SAILOR 6000 SeriesExceptional maritime technology begins with understanding the unique realities of life at sea. Based on decades of real-world experience, the new GMDSS-compliant SAILOR 6000 Series conveys a profound appreciation of the maritime working environment. With a host of improved features, including all-weather resistance, a touch-screen interface, global support and integrated ThraneLINK connectivity, no system does more to keep you connected, compliant and safe. SAILOR 6000 Series - ON YOUR FREQUENCY

On yOur frequency

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Maritime communications inspired by you

SAILOR® 6000 SeRIeS

SAILOr® 6000 consoles

The “On your frequency” concept was strategically relevant and creatively engaging, flexible and authentic. This shows how the concept was applied to POS posters and trade ads.

Target audienceThe campaign was designed to appeal to two key audiences:1. End-users, ie, ship owners, operators and crew 2. Dealers and distributors of the products

It was important that the marketing material spoke both to end-users and, indirectly, to dealers. By creating a powerful, distinct sales proposition, end-users could immediately see the benefits of the SAILOR 6000 Series, while dealers could rapidly understand the key selling propositions and overall product positioning.

Media, channels or techniques usedDealer mediaMicrosite, POS, exhibition, emails, sales support, partner event

End-user materialTrade ads, exhibition, microsite, banner ads, sales brochures, data sheets

Supporting the sales funnel

AWARENESS INTEREST DESIRE ACTION

Exhibition

End-

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Ads

POS

Microsite

Salesliterature

PPTEmail Data sheets

The campaign mechanics were designed to support every phase in the sales funnel, with each activity helping move a prospect further along the buying process.

Awareness: The Sailor 6000 Series was launched at the SMM2010 tradeshow, attracting a lot of attention from partners, dealers and end-users. This momentum was maintained with an ad campaign in trade media directing readers to a microsite.

Interest: Dealers were the first to receive access to the microsite (pre-launch), giving them a head start to familiarize themselves with the product range and key sales arguments. Dealers and distributors also received integrated POS materials to furnish showrooms and

dealerships for added point-of-sale impact and experience consistency. End-users also used the microsite, which was multi-dimensional enough to support everything from commercial benefits through to technical specifications and contact information. This allowed users to self-segment, with hot leads auto-matically connecting to local dealers via the website.

Desire and Action: The final phases of the sales funnel were carried forward by the dealers and sales teams themselves. However, they were supported throughout the process with a full range of integrated sales literature, presentations, emails and technical data sheets, providing an informative, intelligent, integrated experience.

extreme durability?We hear you

info@thrane.com · www.thrane.com

Introducing the new SAILOR 6000 SeriesExceptional maritime technology begins with understanding the unique realities of life at sea. Based on decades of real-world experience, the new GMDSS-compliant SAILOR 6000 Series conveys a profound appreciation of the maritime working environment. With a host of improved features, including all-weather resistance, a touch-screen interface, global support and integrated ThraneLINK connectivity, no system does more to keep you connected, compliant and safe. SAILOR 6000 Series - ON YOUR FREQUENCY

Introducing the new SAILOR 6000 SeriesExceptional maritime technology begins with understanding the unique realities of life at sea. Based on decades of real-world experience, the new GMDSS-compliant SAILOR 6000 Series conveys a profound appreciation of the maritime working environment. With a host of improved features, including all-weather resistance, a touch-screen interface, global support and integrated ThraneLINK connectivity, no system does more to keep you connected, compliant and safe. SAILOR 6000 Series - ON YOUR FREQUENCY

info@thrane.com · www.thrane.com

Proven Performance?We hear you

info@thrane.com · www.thrane.com

revolutionary features? We hear you

Introducing the new SAILOR 6000 SeriesExceptional maritime technology begins with understanding the unique realities of life at sea. Based on decades of real-world experience, the new GMDSS-compliant SAILOR 6000 Series conveys a profound appreciation of the maritime working environment. With a host of improved features, including all-weather resistance, a touch-screen interface, global support and integrated ThraneLINK connectivity, no system does more to keep you connected, compliant and safe. SAILOR 6000 Series - ON YOUR FREQUENCY

Ads drove awareness and traffic to the microsite.

MicrositeA microsite targeted dealers and end-users, furnishing both with key product information. A multi-dimensional channel, the site intuitively led visitors from commercial benefits to product details to downloads and contact information. See http://thrane.sailor6000series.com to view site.

Animated thought-waves highlight clickable bene-fits that lead the reader further into the site. The overall “thought-wave” concept and messaging is fully integrated with the offline campaign, while utilising the interactive advantages of digital media.

A product carousel draws attention to specific products, allowing return visitors to fast-track to product and technical details.

Pop-up boxes expanded on key benefits and connected benefits to specific products, leading users further into the site.

Detailed product information, downloads and calls-to-action supported each product in the SAILOR 6000 Series.

A DeePer unDerSTAnDInG

The GMDSS-compliant SAILOR 6000 Series sets a new global standard for maritime connectivity, delivering a host of revolutionary features, proven performance, extreme durability and innovative support.

No other system supports vessel operations so effec-tively or efficiently: inverted display panels enhance readability in all conditions, large tactile buttons and dials allow easy operation even with gloves, touch-screen terminals assist usability, multiple control panels mean you stay connected even from another position and highly-efficient cooling maximizes both per-formance and reliability. These are just some of the crucial differences that make SAILOR the brand of choice for professionals, ocean-wide.

SAILOr® 6000 SerIeS – reDefInInG cOnnecTIvITy

Our user-friendly communications platforms are built to weather all conditions while keeping you connected, compliant and safe.

At Thrane & Thrane we specialize in maritime communications systems. That is why professional seamen the world over recognize SAILOR as the most advanced, durable and user-friendly suite of radio and satellite components available today.

Our technology is inspired by one thing - you. It is only through a profound understanding of your everyday needs, gained through decades of experi-ence, that we have been able to consistently deliver essential communica-tions tools that truly reflect and support the realities of life at sea.

Now, the new SAILOR 6000 Series takes these insights further than ever before.

“Our user-friendly communications platforms are built to weather all conditions while keeping you connected, compliant and safe.”

However, we also know that intuitive functionality is of little use if it cannot meet the tough demands of the marine environment. The SAILOR 6000 Series not only meets the latest GMDSS requirements, but all products adhere to our unique SAILOR standard; your guarantee that all products have been put through the most demanding shock, vibration, performance and corrosion tests.

Most importantly, our technology is proven where it really counts – at sea. With the largest GMDSS-compliant installed base in the world, no one else does more to keep mariners connected, compliant and safe, worldwide.

SAILOR® 6000 Consoles

SAILOr 6000 SerIeS OfferS: • extreme durability• user-driven design• Proven performance• revolutionary features• Innovative service

ThraneLInkThraneLINK is a sophisticated, uniform communication protocol that connects all SAILOR products in a network, offering important new opportunities to all vessels. SAILOR 6000 Series is the first fully integrated GMDSS package thanks to ThraneLINK, a reliable and fast network for improved:

• Efficiency – control and manage all products through a single interface

• Service – quickly review the status and condition of all products

• Remote support – connect to shore-based support centers to diagnose problems at sea

On yOur frequencyMaritiMe coMMunications inspired by you

sailor® 6000 series

ImPrOvInG everyDAy cOmmunIcATIOnS fOr WHen IT reALLy cOunTS

The new SAILOR 6222 VHF is the professional’s choice for everyday communications. As the latest in our line of world-class, all-weather VHF radios, we have drawn upon decades of experience to provide the perfect blend of functionality and usability to ensure that your crew remains in constant contact, no matter what the conditions.

Reliable and robust, the SAILOR 6222 VHF’s highly durable design enables it to weather any climate and a wide range of exclusive new features facilitates everyday use, such as a high-quality loudspeaker and handset options, an intuitive user interface with a backlit screen, a powerful transceiver and unique remote management capabilities.

Easy to install as part of an integrated GMDSS con-sole or as a standalone VHF, the SAILOR 6222 VHF has been engineered specifically for life on board, keeping your crew efficient and safe, and your vessel compliant with international regulations.

feATureS IncLuDe:

• SAILOr replay – 240 seconds• Waterproof (IPx6 and IPx8)• unique graphical display• multiple control speaker microphones• Powerful loudspeaker• extreme user-friendliness• Powerful transceiver

SAILOr® 6222 vHf DSc cLASS A SAILOr® 6300 mf/Hf

With your safety as our primary concern, the new GMDSS-approved SAILOR 6300 MF/HF guarantees a constant, secure link to the mainland and other vessels from every corner of every ocean. Designed for vessels operating in Sea Area 2 and beyond, and packing our most advanced MF/HF technology, the SAILOR 6300 MF/HF is a vital lifeline for all seafaring vessels, whether they are large commercial vessels, supply ships or trawlers. Designed with your needs in mind, the SAILOR 6300 MF/HF offers greatly enhanced functionality, including our unique SAILOR Replay feature (a first for an MF/HF radio), next-generation radiotelex software and the ability to connect to multiple control units. A highly efficient power amplifier delivers superb performance for marine bands and also ensures constant and full output power on all ITU channels.

Easy to use, install and maintain, the SAILOR 6300 MF/HF can be seamlessly connected to the entire SAILOR 6000 Series via ThraneLINK, eliminating the need for additional cabling or an external GPS.

feATureS IncLuDe:

• SAILOr replay – 240 seconds (first ever mf/Hf with a replay function)

• unique graphical display• multiple control units• Powerful loudspeaker• unique user-friendly radiotelex• extreme user-friendiness• extreme durability• 150W, 250W and 500W solutions

No professional seaman ever compromises the safety of his crew and vessel. That is why the new SAILOR 6110 mini-C GMDSS has been designed to be the world’s most powerful, user-friendly and reliable satellite transceiver system for all ship tracking, monitoring, messaging and distress communications.

As the latest in the exceptional range of Inmarsat-C systems that have been watching over seamen for the last two decades, the SAILOR 6110 mini-C features a range of unique enhancements, such as superior durability, SSAS compliance and a Galileo-ready 50 channel GPS module, bringing security and certainty to every voyage.

The SAILOR 6110 mini-C is operated via the new SAILOR 6006 Message Terminal - the world’s first

GMDSS-approved, 10.4” touch-screen maritime data terminal. Housing powerful technology and with an intuitive, icon-driven multimedia style interface, the SAILOR 6006 Message Terminal gives easy access and complete control over your entire communi-cations system, including E-Log, VMS and e-mail messaging.

feATureS IncLuDe:

• World’s first touch-screen GmDSS terminal• menus with icons• Perfect day and night vision• Global tracking, polling and messaging• LrIT capable• SSAS option• enhanced durability

GLObAL ServIce SOLuTIOn cOnSISTS Of:

• Global network of service partners• On board Service centers• regional workshop• comprehensive stock of spare parts locally• uniform service standards globally• constant training• quality management system• flex Warrenty & extended Warranty

At Thrane & Thrane, we have a reputation for making products that do not fail. However, we also realize that you need access to timely support around the clock for essential repairs and maintenance.

Just as you take pride in always being on schedule, we take pride in our commitment to solving any on board problem you have in any harbor, worldwide.

Our extensive network of On Board Service Centers is known the world over to offer the most reliable and efficient repair and service expertise, ready to help at a moment’s notice. With carefully selected, comprehensive spare parts always in stock and teams of factory-trained service engineers always at hand, we will be with you to provide hassle-free, first-time-fix support.

SerIOuS AbOuT ServIce

SAILOr® 6110 mInI-c GmDSS WITHSAILOr® 6006 meSSAGe TermInAL

TOucH-Screen SecurITy In An uncerTAIn WOrLD

• = On Board Service Centers

BrochureAn 8-page brochure takes readers through the USPs.

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Maritime communications inspired by you On yOur frequency

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SAILOr® 6000 consoles

POS materialCampaign materials included roll-ups and posters for use at showrooms and dealerships.

SAILOR® 6000 Series On your frequency

• Extreme durability

• User-driven design

• Proven performance

• Revolutionary features

• Innovative service

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ExhibitionThe SMM2010 exhibition stand integrates with the SAILOR 6000 Series marketing concept and provides a perfect launch platform.

Timescale of the campaignBriefing, strategy and creative development took place during May – August 2010. The campaign was launched at the SMM trade fair in September 2010.

ResultsThe main campaign metric was the microsite. Given the limited target group, this was always about quality, not quantity. Within the first 4 months the site had registered the following metrics: Awareness metrics • Almost 11,000 unique page views • Over 1,200 unique visitors to the site (out of a dealer target group of 2,000) Engagement metrics • Average time spent on the site was 5 minutes, and in some key maritime markets, eg,

Singapore, visitors registered an average time of over 7 minutes • Average number of page views was 5 pages per visit

Offline metrics • 54% of traffic came directly to the website (without using search or referrals),

illustrating that the off-line call to action (which urged readers to the microsite) worked extremely effectively

Client testimonial (Confidential)“This was a huge product launch for us and we wanted to try something different. We needed to engage local dealers and end-users rather than just relying on (distribution) partners. This campaign really helped us connect to a wider audience, with strong creative and an effective media mix. This was our first-ever microsite and we’re extremely pleased with the results.”

Susanne Jacobsen SAILOR Marketing Manager, Thrane & Thrane