The aim of the messaging and creative for Kongsberg Maritime was to build awareness and communicate clearly the value benefits of KM’s digital solutions. The messages we created are simple, direct and aspirational, appealing to those in the target audience who are reluctant to purchase or, indeed, do not yet see or understand the value of digital products and services to their operations. The areas we focussed on in terms of benefits were: productivity; efficiency; safety; and, sustainability. The language is straightforward in tone so it is quickly understood, simple to translate, and avoids any technical terminology.
