Double Impact.

Great. Ja, jeg hedder Niels, jeg kommer fra Claus & Partners, hvor jeg er strategidirektør. Det er jo næsten helt upassende på en dag som i dag, som igen om 10 dage, hvor vi hylder kreativitet. Og det er i virkeligheden fordi, jeg har fået lejlighed til at præsentere en case for jer, som er røvkedelig. Kreativt, så er der ikke noget at råbe hurra for. Den er enkel, den er simpel, den er grafisk, lige ud af landevejen og følger alt hvad der måtte være af guidelines for en stor tysk virksomhed. Så hele diskussionen om, hvad kreativitet er, og hvad det egentlig er, der berettiger en case som den her, som har vundet samtlige tænkelige priser i Danmark, i Europa og i USA, med undtagelse af de kreative. Så hele diskussionen om, hvad er kreativitet, og hvor langt skal vi, trække det begreb, kunne jeg i virkeligheden godt tænke mig, og langt hellere tænke mig, at have en diskussion med jer om, end bare at vise casen her. Så det kan være, at der er lidt tid i den anden ende. Så kan de andre få lov til at vente på os. Se, MAN ligger ude i Teilholmen. Det er en virksomhed, hvor der arbejder 1500 mennesker. En virksomhed, som langt de færreste danskere københavnere kender til. Bortset fra, når man siger BAV. Det er det gamle BAV, som blev kørt i havnen, og som så er blevet samlet op, af en af verdens største industrikoncerner, MAN. Og MAN er, for sådan at trække den endnu længere ud, og forklare ejerskabet, igen ejet af Folkevogn. MAN Trucks tror jeg de fleste mennesker kender. Men det her, det er skiftmotorer. Det er skiftmotorer til containerskibe, til tank and box. Vi taler om skiftmotorer af en ganske anseelig størrelse. Der sidder i de største skibe på A.P. Møllers flåde, fire af de her motorer, alle sammen i 4-5 etagers højde. Det er en kunde, drevet af ingeniører, som udvikler og udtænker i København, de her kæmpe store motorer. 50% af verdenshandelen, inklusiv den der måtte transporteres i fly, i biler, i lastbiler, i tog, drives af en MAN motor af den her type. Den afdeling af MAN, jeg godt kunne tænke mig at fortælle jer om, og som den her case vidrører, er det der hedder MAN PrimeServe. Det vil sige, det er hele deres aftermarket. Det er dem der producerer reservedele, det er dem der producerer upgrades, det er dem der producerer det der hedder retrofits, som er dimser til en skibsmotor, som forbedrer en gammel motors performance. Igen de seneste mange år, og der taler vi så fra 2008-2009 stykker, hvor finanskrisen ramte, og oljeprisen ved samme lejlighed steg og steg og steg, der var der jo et voldsomt fald i behov for, behov for fragt på verdenshavene. Samtidig med at fragtpriserne jo så er i fald, og oljepriserne steg, så sker der det, at der kommer en voldsom overkapacitet. Det værste man kan gøre, når man ejer et stort skib, det er jo at lægge det op. Det ruster, det er ren tilsætning, der er ikke nogen som helst fidus i det, så det alle drømmer om med en voldsom overkapacitet, og alt, alt, alt for dyr olje, det er jo at kunne skrue ned fra hastigheden på skibene. Så man holder dem i drift, og sørger for, at der dog er lidt gang i forretningen. Det som er problemet, det er jo, at hvis man ejer en stor, lækker Audi A8, og så altid kører i første gear, så kan man si sig selv, det vil komme til at slide voldsomt på stort set alt mekanisk i den bil. Det er også tilfællet her, så det som har været magens udviklingsfokus, igennem de seneste snart 10 år, det er at udvikle dimser, og dutter, og ventiler til store skibsmotorer, hvor man kan skrue ned, man kan ta toppen af farten på skibene, uden at det belaster motoren unødigt. Det betyder også en brændstofbesvarelse. Det koster for at ta et af de store Maersk containerskibe, at sejle fra Rotterdam i Holland til Shanghai, 240.000 dollars. For en tur. Så vi taler om nogle voldsomme beløb, og selvom den dims, jeg nu vil vise jer, ikke tager mere end 2-5% af oljeprisen, eller er oljeforbruget, så er der en meget, meget stor besparelse, og en meget, meget kort tilbagebetalingstid på det. Det, der så er noget kreperlig lort, det er jo, at oljepriserne inden for de seneste 18 måneder er faldet drastisk. Så det, I skal se nu, er i virkeligheden ikke længere nogen god business case. Det var det indtil for 18 måneder siden. Før viste kæmpestore motor. Der oppe i toppen, der sidder der noget, som kaldes for en EcoCam. Jeg skal spare jer for alle de tekniske detaljer. Det er en dims, som ved en særlig lukkefunktion, kan nedbringe forbruget af olje med de her 2-5%. Målgruppen for et produkt som det her, det er sådan en som Georgi Takakis. Han er Technical Manager på Lægerslines i Piraeus. Vi var rundt og tale med en 7-8 forskellige af de her kundetyper. De er overbebyrdede, de er travle, de har kæmpestore udfordringer med at få en hensigtsmæssig drift, og en billig drift af deres maskiner eller skibe. Det som Georgi her har ansvaret for, det er for eksempel de her 3 skibe, som sejler rundt på hele kloden. Den lille stak, som vi bad ham om at lægge frem der over til højre, det er materialer, promotion, annoncer, brosyre fra leverandører, der vil sælge ham skibsmaling, der kan spare ham 15% i brændstoffforbrug, propellerenoveringer, nogle ventiler som den vi kigger på her. Mannen har simpelthen for travlt til at se på det. Han er stærkt, stærkt presset i sin dagligdag. Han har store, store udfordringer med at få det til at hænge sammen økonomisk. Han står til ansvar over for en rædder, og har virkelig brug for, at hvis han træffer en beslutning om i en tid, hvor der er alt, alt, alt for få penge, at skulle investere 750.000 euro i sådan en skibsventil som den, jeg viste jer før, så skal han være sikker på at kunne forsvare det opad til i systemet, så har han ikke forrørende på komedie. Han skal ikke træffe fejl-dispositioner, når alt er så presset som det er i dag. De er meget, meget stolte af deres job, og de vil meget, meget, meget gerne anerkende, selvfølgelig i deres egen organisation, men noget af det, som også er interessant, som jeg nok vender tilbage til, det er, at den maritime industri, hver sin natur, er i sandhed global. Der findes grupper på LinkedIn, med knap 130.000 medlemmer, hvor sådan nogle mennesker som Georgi, og en lang række andre fra hele kloden, rent faktisk har en livlig, livlig diskussion af faglig karakter. Så der er ingen tvivl om, at det også er kunnet vise, at man er på beatet, for dem som virkelig går op i, hvad der sker, har også en betydning. Og noget af det, som er interessant, synes jeg, ved det at arbejde med direct-delen af marketing, det er jo den enorme bevissthed om lige præcis sådan noget som det her. Insigter i, hvad det er, der er relevant for en mand som Georgi, og ligesindede. Hvad betyder det for dem? Hvad betyder det for dem? Hvad betyder det for dem, at de føler sig trygge i valget? Og hvad vil de vise, for at kunne få valget? Og det betyder jo, at i min verden, kreativitet er bundet af en kontekst, af en sammenhæng. Kreativitet for kreativitetens skyld, når vi er i en situation, hvor vi måske, som i det her tilfælde, have a technical manager, who has the responsibility for this particular type of engine, which this program is developing. Then you have to understand, that these 465, you have to be able to use them, no matter if they are in Germany, in China, in the USA, in South Africa, no matter if they are sitting with container ships, bulk carriers, oil and gas tankers, then you have to be relevant and sharp in your offer to them. We started by trying to understand this product. We started by understanding the market. One of the things that is very, very interesting, we work with a long, long range of international business to business customers. There are a lot of engineers. And what is interesting is, that the market is changing. how much hidden knowledge, how much vague knowledge, there is in a business. There is a term called tacit knowledge, which is about this, that in most businesses, there is a large amount of non-formulated knowledge, which everyone in one way or another has either the whole or a fly of awareness about. And what was interesting, what it was for a target group and how we got it, it was that each ship engine on the boat is equipped with a unique number consisting of seven digits. It is called an IMO number. And this has been established for the simple reason that the ship speed is connected with great risks. There is a risk of accident, there is a risk of oil emissions, there is a great need to be able to follow one has decided that each ship has its own IMO number corresponding to a CPR number. It follows the ship from the boat to the point where it is cut up. All of the man's engines have this unique number stamped into the engine block. All commercial ships will in the future notice, none of them have probably done it before, but they are clearly and visibly on a ship in many, many places. Whether it is a ferry, or a tanker, or a relatively small boat sailing in the port of Copenhagen, they have this unique seven-digit number standing, so you can see it from a helicopter or from a patrol boat or from whatever it is now. It is simply a law-abiding thing and one of the few things that one has been able to find out to regulate globally. It is in the engine, meaning that one is able to say that these 465 engines all have the possibility to install an echo cam, and the number we have it naturally, because we have to register it, we have to make sure that it is accessible to everyone. The interesting thing is that this number is issued in one place, namely in the port of Copenhagen, namely in Lloyds in London. Lloyds is a ship registration and insurance agency, and that means that one has decided that one has knowledge of all the ships unique numbers on the whole ship. When we then took hold of Lloyds and started to be interested in it, we actually found out the general conversation about insurance conditions and surveillance of the various ships, that the technical responsible for each ship is also registered at Lloyds. So you always have a man you can kick if something is registered that is illegal, wrong on the edge. This is accessible data for everyone. It is interesting enough to regulate the living conditions that one has actually made it possible to control with what is called an AIS. It is a simple GPS installation that is always monitored digitally, instantly, in real time by satellites. And that means that one is actually able to find out which ship is located where and when. where the expert has found out how they should commercialize. Because one has found out that the awareness that is legally determined or legal and the possibility to commercialize has made Marine Traffic a portal where all the ships can be seen in real time and where they can also promote their own ships. But the result is that it is actually a portal. Here you can see my ship, here you can see what I could have room for of your goods. In this winding up where we always found new connected threads, it was also important to be able to identify which ships have which engines that are controlled or driven by which technical managers. And as we now of course know, right now in New Haven or in Santiago or in Melbourne, it could be interesting to find out if we are able to shorten the distances between these ships. Would we be able to say if this ship sails from Santiago to Rotterdam, how big is the distance? It is also found as a facility quite certainly on the other side of the page, but it is actually possible to say that the distance of all the sailing routes on the globe. If you have the knowledge of which ship with which engines built when, that is here, and could think of being on the way here, we are actually able to see which ships have sailed which routes within the last five years, then we will be able to make a calculation if he had had an echo cam installed on his ship. This Dionysus is a seller in Piraeus, and it is clear that if the circle is to close, then we of course also have to make sure that all the technical managers, including Georgi, that they are contacted by the right sellers. In international business-to-business companies with a headquarters located in Copenhagen, then it is Alpha and Omega that we are able to make a direct link to the local office. Man has 20 offices around the globe, plus representatives in any town of any size. So for them it is crucial to ensure a change. Otherwise we end up making a marketing campaign that creates some high-end and hand-raising and never gets followed up. It is as creative as it gets. Double impact. You can save money and you can save the environment. A letter after a series of tests where we found that if you are to write to the slow technical managers, then you are to write a letter and put it in a formal MAN PrimeServe convolut without any other messages than the address in the envelope. MAN is Alpha and Omega for these technical managers. It is the actual value in the message that I get an official letter from the supplier of my motor. It is known to everyone. They all have relations to MAN. They all have a relationship to MAN's offices in their ships. But to try to do it commercially, I would say both to the sellers and to the customers you should be careful with. Because I simply don't have time to waste my time on that. You should make it relevant and you should make it completely clear what it is you want to give me. In this case, it is an offer that you can save a considerable amount and you can get a calculation on one of your ships on a sailing route that your ship has been sailing for the past 12 months where you can see with your own hands what you could have saved if you had had an ECOCAM installed. So all we asked for was 3, 2, 1 go to a website log in with your unique code and you will immediately see what you can save or could have saved. Choose a ship Here you can see the list of the 4 ships that we have registered that you own. When you have chosen the ship you will get the destinations that the ship has sailed from within the past 12 months. After that you will have the opportunity to choose where the ship will sail to. And we don't need to know more. Then it will happen automatically in the backend that a movie is generated that Georgi Takakis after 30 seconds can see. To donate to the national visit tocabookpower.com Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you, Niels.