With the international 6-month campaign “Going for Gold”, AGENCY SPRING helped Danfoss Heating Solutions tap into a real gold mine: customer loyalty.


To increase installer loyalty to Danfoss Heating Solutions, we created the loyalty programme, Danfoss Elite, rewarding the installers with points for different activities. But with the programme in place, AGENCY SPRING and Danfoss Heating Solutions faced another challenge: how to kick off the programme in a way that would increase sales and boost installer sign-ups. The solution was an internationally launched campaign, “Going for Gold”.


The six-month campaign promoted new Danfoss products each month. By purchasing the products, the installer earned lots and the chance to win monthly prizes as well as the big prize – a VIP trip the 2012 Summer Olympics in London. To be eligible, the installer had to register his purchase at the Danfoss Elite website. 

AGENCY SPRING developed the campaign concept and designed all in-store and promotion material. We also coordinated the campaign execution in cooperation with the local markets.


Sixty winners from countries including Russia, Sweden, Romania, and the UK enjoyed a once in a lifetime experience in London. Eighty-five percent of Danfoss Heating Solutions’ markets reported increased sales as net sales rose by a total of 1.9 million Euros. Overall, the campaign helped increase Danfoss’ Customer Loyalty Index to 195.

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