Liebherr wins German Online Communication Award

Nenzing (Austria) – For its online campaign “Mr. Torque” Liebherr won the German online communication award in the category B2B communication in mid-June. The campaign, which was run on different online channels in spring last year, accompanied the market launch of the LB 44 rotary drilling rig.

Liebherr rotary drilling rig LB 44 on a jobsite in Darmstadt, Germany.

The LB 44 is the largest and most efficient rotary drilling rig built by Liebherr. Its most impressive features include a torque of 510 kNm as well as a maximum drilling depth of 92 m. It was first presented to the public in spring 2014 at the Conexpo in Las Vegas, the largest construction machinery trade fair in North America.

The market launch of this deep foundation machine was accompanied by an online campaign lasting a period of several weeks. For this campaign Liebherr was awarded the German online communication prize, asserting itself against numerous other companies. No less than 600 entries were made this year across all categories.

Due to its high torque the LB 44 was given the nickname “Mr. Torque” for the campaign. The aim was to generate interest and involve as many people as possible through a competition, a short film trailer and continuous postings via social media channels. Thanks to a personal profile in Linkedln, the LB 44 was, to a certain extent, “brought to life”.

The results speak for themselves. A total of 4.4 million people were reached through the campaign, 17,000 new fans were gained on the company’s Facebook page and the product film has meanwhile been watched by more than 1.3 million on YouTube – a sensational achievement against the background of the relatively small target group in the deep foundation sector.


One of the themes of the LB 44 online campaign Mr. Torque.
One of the themes of the LB 44 online campaign Mr. Torque.