New advertising campaign by MAN engines business unit

The MAN engines business unit is going into the second half of 2008 on the wave of a modern, focused product advertising concept. The powerful motifs of the print ads fuse the products with their areas of use, thus focusing attention on the different markets.

The engines business unit not only produces leading-edge diesel and gas engines for MAN's own commercial vehicles, it also sells them to manufacturers of

agricultural, forestry and construction vehicles,
yachts and workboats,
rail vehicles like railcars and locomotives,
buses,
electricity and heat generating plant.

The thoroughly newly devised advertising campaign aims at addressing the different target groups in the areas of use through a total of eight product ads. In addition to the product – MAN engines – these consequently focus on the applications, represented by a shadow motif. The association of engine with application is supported by a punchy header in the form of a question or statement. Something like "Power up for grabs" could be said in the case of the industrial engine for construction vehicles. Here the engine casts a shadow in the shape of an excavator.

From July onwards the new product ads will appear in national and international trade journals with a focus in the areas of application.

The advertising concept will be rounded off by an image ad with the message "How many horsepower move the world", which can be placed in various trade publications.