Bridging Continents through Co-Creation
Developing a cross-market campaign for dormakaba’s next-generation time recording terminals.
Bridging Continents through Co-Creation
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A transatlantic partnership delivering a versatile marketing toolkit adaptable to diverse market needs.
Starting Point:
Since 1900, dormakaba has been pioneering time recording terminals worldwide. The United States represents one of their most strategically important markets. For the launch campaign of their latest time recording terminal generation, our client wanted to directly involve their US marketing team from the very beginning of the creative process.
Project Objectives:
Our international meetings quickly revealed significant differences in communication strategies between German and US markets. The US marketing team focuses on different industry sectors for time recording and relies heavily on customized sales presentations. Even the key selling points and their prioritization vary considerably between regions. In Germany and other EU countries, the conversation is largely shaped by the 2019 European Court of Justice ruling on mandatory time tracking and ongoing questions about national implementation.
The Outcome:
We established a collaborative process with dormakabas marketing teams from both Germany and the US. Together, we identified “individuality” as the campaign’s unifying core concept. The versatile and flexible new terminals embody this workplace megatrend. Building on this foundation, we developed modular communication assets that each market could customize for their local marketing strategy – whether by swapping the imagery, adapting copy, or reconfiguring video sequences.
Michael Frank
Chief executive officer | Owner
Chief executive officer | Owner
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Sandra Seemann
Project manager
Project manager
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