Brazed aluminum technology is a substitution threat to the use of round copper tubes in the air conditioning and refrigeration (ACR) industry. To help theindustry combat this threat, the International Copper Association (ICA) engaged Kellen to implement a proactive campaign aimed at discouraging the adoption of aluminum in ACR applications.
Kellen developed a multifaceted marketing campaign to realign perceptions and promote the copper industry’s response to the market threat: smaller diameter copper tubes. The new technology, branded “MicroGroove”, was launched onto the market through targeted print advertisements and by-line articles in leading trade publications including the ASHRAE Journal, ACHR News, Appliance Design, HVAC Insider, Die Kälte + Klimatechnik and more. The technology was heavily promoted through webinars, exhibits and presentations at major trade shows across the globe. A content-rich website was built to support the campaign.
Since the programs launch in 2011, 15 million units utilizing the “MicroGroove” technology have been produced worldwide. ICA-bylined articles about Micro-Groove are regularly published online and in print, with over 20 major feature articles to date. An opt-in subscriber list of 3,000 decision makers from the ACR product design and manufacturing community has also been built, including key decision makers who control the materials used in millions of product purchases each year.
The campaign has led to smaller-diameter copper tubes becoming widely known and accepted as a highly competitive alternative to aluminum for ACR applications. Having stunted the growth of aluminum, ICA continues to work with Kellen to thwart its attempts at encroaching on copper’s dominant position in the market.