Universal campaign
The 200-year-old multinational Swiss-based corporation Georg Fischer has three core divisions: GF Piping Systems, GF Casting Solutions, and GF Machining Solutions. GF Piping Systems is a leading supplier of piping systems for transporting liquids and gases.
GF Piping Systems asked Make Studio to create a global launch and sales enablement campaign for their new product ‘FlowtraMag’. The FlowtraMag product is a full bore magmeter – a component that measures the substances that flow through it. The FlowtraMag is lightweight, has chemical compatibility, fits into tight spaces and – via a Bluetooth app – shows live data to the end user.
The campaign needed to reach multiple segments and convey a universally understood message, value proposition and sales opportunity messages – both internally and externally. With a successful campaign, the product was anticipated to bring in USD 4.5million plus over 4 years and gain measurable market share from metal magmeters designed for use in plastic piping systems.
Setting plastic’s durability against metal
We took an investigative approach from the start, researching the leading metal plastics offerings to understand their USPs and why theirs was such a strong allegiance to metal. We discovered that – quite simply – the user believed that metal was more robust and durable than plastic, despite our findings demonstrating that metal components were difficult to install in certain applications. Make Studio focused on how to stand out against metal bore magmeters and – rather than setting plastic’s durability against metal’s robustness – decided to tackle the issues with metal’s weight and difficulty to install.
With the FlowtraMag’s unique Bluetooth connectivity forefront of mind – and with a nod to the relative ease of fitting – we established the headline campaign ‘Effortlessly Connected’.
Pitching the product correctly
As the product has a key competitive advantage which made it a more premium offering in the market, it was appropriate to pitch it correctly to self certify potential customers whilst not being alienating.
Using our internal campaign modelling tool of ‘inspire, involve and inform’ we mapped out the assets best suited to meeting the targets of our campaign. Rather than focus on data-rich technical product set, the assets pivoted to a visually engaging, highly creative centre. Teaser and product films, CGI imagery, infographics and social media assets were underpinned by a product brochure, datasheet, print adverts and roll-up banners.
Our work with GF Piping Systems has created a continuity between the campaigns, elevating the mother brand and creating recognition with the target consumer.
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