Ultra System Confidence
A niche positioning campaign for an ultra-tech market that showcases the entire portfolio of system offerings
The 200-year-old multinational Swiss-based corporation Georg Fisher 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 marketing campaign that combined their complete piping system portfolio with a focus on awareness building; in the niche and rapidly expanding microelectronics segment.
In a demanding sector
The microelectronics sector is all about precision and accuracy. These attributes were used as the creative themes for the campaign and guided the direction of the creative. The use of ultra pure water within the manufacturing process of microchips is critical and was a key driver for the campaign visual.
A fundamental concern of microelectronic manufacturing facilities is the potential of a halt in production; reliability of infrastructure components need to be class leading which is where Georg Fischer needed to be pitched within the market.
Across the entire customer journey
This premium lead approach developed into a campaign visual combining both microchips and water, thus conveying the lead offering from Georg Fischer – contaminant free piping systems. The ‘ultra pure’ conversation inspired the campaign headline of ‘Ultra System Confidence’; aligning to the target market of customers such as Apple and Samsung.
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 a 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. For the campaign film, the team experimented with multiple water simulations to create the perfect effect. The final film also included a bespoke cinematic audio track to further enhance the immersive nature.
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