Awards 2011 Thrane

AWARD
WINNING
WORK
Project
On your frequency
Client
Thrane & Thrane
Year
2011
BEST CHANNEL
MARKETING INITIATIVE

Client
Thrane & Thrane
Campaign
On your frequency
Introduction
The 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.
Insight
The 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.
Idea
The 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.
Implementation
Ads in trade magazines, microsite, exhibitions, posters, sales literature, data sheets,
dealer POS material, emails, presentation.
Why it won
A 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 client
Thrane & 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.
Strategy
Channel strategy
The 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 strategy
Positioning 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 strategy
The 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
• PositionSAILOR6000asthemostintuitiveandcustomer-centricproductrangeinitsclass
• Reach out to a much wider group of local dealers worldwide
• Generate end-user awareness and interest in SAILOR 6000 Series
The creative idea
The 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
hadre-engineeredeachproductintherangetooffernewfeatures,overcomeweaknesses
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 Series
Exceptional 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
71-132186-A
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 audience
The 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 used
Dealer media
Microsite, POS, exhibition, emails, sales support, partner event
End-user material
Trade ads, exhibition, microsite, banner ads, sales brochures, data sheets
Supporting the sales funnel
AWARENESS INTEREST DESIRE ACTION
Exhibition
End-usermaterialDealermaterial
Ads
POS
Microsite
Sales
literature
PPT
Email 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
Proven Performance?
We hear you
revolutionary features?
We hear you
Ads drove awareness and traffic to the microsite.

Microsite
A 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
ThraneLInk
ThraneLINK 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 frequency
MaritiMe 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 WITH
SAILOr® 6006 meSSAGe TermInAL
TOucH-Screen SecurITy In An uncerTAIn WOrLD
•= On Board Service Centers
Brochure
An 8-page brochure takes readers through the USPs.

71-132186-C
On yOur frequency
71-132186-B
On yOur frequency
POS material
Campaign 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
MaritiMe coMMunications
inspired by you
72-132190

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

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

Awards 2011 Thrane

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