Why? The German, traditional company Christoph Liebers wants to reach thousands of users who do not have foreign language skills.

The Bavarian sinker manufacturer is using an extraordinary communication channel to inform its customers about the nanotechnology in knitting elements and its advantages. The different advantages of the new sinker generation nanon are presented using animated films. In addition to a coordinated advertising campaign, a completely redesigned and responsive homepage and trade fair appearances in the new CI constitute are a further pillar of the communication mix of the traditional company.

A miraculous transformation

The first film, which deals with potential energy savings, is already online. Further topics will follow over the next few years. The first spot shows Silver Sinker, who struggles hard to produce stitch after stitch for knitwear and then drags himself to the shower after a day's shift, dirty and covered in sweat, and then experiences a miraculous transformation. He now enters the stage as a shiny Gold Nano and winds up her day's production with ease. The difference is that while Silver needs a much higher energy consumption, this is significantly lower with Gold Nano. The reward - a bag full of dollars!

Happy end and more

Of course, there should be a happy ending - even in an animated film. With the closing embrace, Silver Sinker also becomes a Gold Nano. The illustrator Sonja Knyssok from Bad Breisig am Rhein is currently working on the second topic - saving oil in the production process.

For Michael Starke, one of the directors of Christoph Liebers GmbH & Co. KG, the animated film is the medium he wants to use to reach the many users in Asia and South America whose foreign language skills are not so strong. "The users who are working at the knitting machines often decide themselves on whether innovations have any chance at all.”, says Starke. “It is not usually possible to reach them with elaborate publicity campaigns, advertisements, flyers or trade fair appearances, or it takes a very long time. For this reason, the aim is to close this communication gap with the animated film campaign", he continues.

The company's creative team will not run out of topics so fast. Advantages of the new nanon such as less dirt in the knitted fabric, longer maintenance intervals on knitting machines, less friction, less wear, longer lifespan of the patent-protected nanotechnology from Christoph Liebers, are settings for new films, besides the already proven energy and oil savings.

The first film can be watched on YouTube HERE