WarmUp with DEFA
Insights, concept, and copy for a series of B2B campaigns to promote DEFA’s WarmUp system to Canadian drivers.
DEFA is a Norwegian automotive accessory company that develops technology to enhance the drive.
DEFA’s WarmUp system is an electrical preheating and charging solution for cars, something every Canadian driver could use.
The Challenge
The WarmUp system can be purchased and installed exclusively at partnered dealerships, thus in order to reach Canadian drivers the advertising strategy needs to run by the trusted mechanics and car sales reps first.
See the three campaigns we created to drive DEFA forward in the Canadian market.
Warm up your sales strategy
Insight
Most Canadians turn to their trusted mechanics and sales reps when seeking car advice.
To get more WarmUp systems installed this winter, we’re going straight to the source. Let’s target this B2B campaign directly to the ambitious car sales reps, speaking to them in their language, presenting them with the value DEFA delivers at the dealership. This campaign shows how the WarmUp system provides value to their customers and in turn heats up their sales. With DEFA you can turn cold leads into warm ones into ones you win over.
80 Canadian Winters Strong
Insight
Canada is a young nation with an old soul—one that values craftsmanship, consistency, and care. DEFA’s 80-year legacy embodies those same qualities, setting the benchmark for how Canadians define trust on the road.
DEFA’s 80-year heritage gives both dealers and drivers confidence that performance in the cold is more than a promise—it’s a legacy. This B2B campaign aims to build trust between Canadians and the DEFA brand. For dealers and sales reps, this raises their confidence to upsell an accessory they can count on.
Winter hits,
DEFA delivers.
Insight
Canadians know winter well, but recent seasons have tested even the toughest. More than ever, drivers are seeking smarter ways to take on the cold.
DEFA is built for cold Canadian weather. In this campaign, let's highlight how the WarmUp system confidently supports Canadian drivers as they head into icy, snowy, and unpredictable territory.
Agency: AntiSocial
Designer: Danny Wu
Copywriter: Deanna Ceelen
Senior Producer: Jayne Kitchen