The idea in one sentence
A sensor gives every pallet a pulse, and uncertainty turns into a live map.
The brief: “I need a B2B idea with keynote quality.”
How we came up with the idea
We put three ideas on the table:
- FENWA, cybersecurity: “The quietest night.” Thousands of attacks pelt an invisible glass wall like rain. In the morning, the screen reads: 0 incidents.
- KAIRON, logistics: “Every pallet has a pulse.”
- KONTOR, finance software: “The books are closed before the coffee gets cold.”
Number 2 won. With logistics, almost every decision-maker instantly has a story of their own: the delivery nobody could locate.
The image for it was a heartbeat. To its owner, a pallet without a sensor is as good as dead. No signal, no information. With a sensor, it comes alive.
Read the full case study3 more chapters
The film
Night on the A7 autobahn. From above, we see a truck with a tracking frame around it. Next to it: Sendung 48213 · Status: unbekannt (Shipment 48213 · Status: unknown). „Irgendwo auf der A7 steht gerade eine Palette.“ (“Somewhere on the A7, a pallet is sitting right now.”)
Cut to a huge, dark warehouse. A single pallet stands there. Next to it is an info card with nothing but dashes. „Niemand weiß, wo genau.“ (“Nobody knows exactly where.”) On „Oder ob die Ware noch kalt ist“ (“Or whether the goods are still cold”), the temperature line turns red.
Then a close-up: a small white sensor on the shrink wrap. „Ab heute hat sie einen Puls.“ (“Starting today, it has a pulse.”) The orange LED beats like a heart. Rings pulse outward. The same info card fills in live: A7 · Höhe Göttingen · 4,2 °C im Soll · München 14:32 (A7 · near Göttingen · 4.2 °C within range · Munich 14:32).
The camera flies into the light of the LED. It comes out on a clean map of Germany. The route from Hamburg to Munich draws itself, and the pallet’s dot pulses. „Wo sie ist. Wie es ihr geht. Wann sie ankommt.“ (“Where it is. How it’s doing. When it arrives.”) Each question gets its own card: location, condition with a small live image from the sensor, arrival.
„Und wenn es eng wird …“ (“And when things get tight …”) A traffic jam lights up on the A7 near Bad Hersfeld. The arrival time jumps to 15:20 in red. KAIRON recalculates, and a new route runs via Frankfurt. The arrival is back at 14:38, just 6 minutes later. A message slides in at the top: Kunde wurde automatisch informiert ✓ (Customer notified automatically ✓). „… weißt du es vor deinem Kunden.“ (“… you know before your customer does.”)
Then the shot zooms out to a container port. Orange dots light up everywhere, and a counter rolls to 12.000 (12,000). „Zwölftausend Paletten. Jede mit Puls.“ (“Twelve thousand pallets. Each with a pulse.”) All of Europe at night becomes a network. On “Puls,” every dot flashes at once.
At the end, all the dots fly together into a single one. It becomes the dot on the i in the kairon logo. „Jede Palette hat einen Puls. Jetzt Demo anfragen.“ (“Every pallet has a pulse. Request a demo now.”)
The brand and the product figures are made up for the concept.
Why it sells
- Problem first, then the solution. The first seven seconds are uncomfortable on purpose: no signal, no answer. Everyone in logistics knows that feeling.
- Concrete numbers instead of adjectives. 14:32, then 15:20, then 14:38. You see the benefit. You don’t have to take it on faith.
- “Before your customer does” is the real sales line. B2B isn’t about technology. It’s about not looking bad in front of your own customer.
- A small next step. “Request a demo” instead of “Buy now.” People who make decisions at a company would rather say yes to a conversation than to a contract.
A detail we’re proud of
The heartbeat runs through the entire film. The LED, the dot on the map, the kick drum in the music and, at the end, the dot on the i in the logo all beat in the same rhythm. With that typical double beat.
The route on the map runs through real cities and real highways. The tracking frame follows the truck frame by frame. And the dots in the port move with the drone, as if they were really stuck to the containers.