WHAT WAS THE CHALLENGE?Companies in the process industry are under constant pressure to reduce downtime – and the solution is predictive maintenance. But uptake is slow because predictive maintenance is seen as costly and difficult to implement. The target audience is conservative and averse to digitalization. And Schaeffler, our customer, is not known for its maintenance solutions.
That was the challenge we took on – and resolved with a fresh, vibrant awareness campaign that broke the mold of traditional B2B campaigning. The winning factor: a strategic mix of classical advertising, digital storytelling and content marketing.
WHAT WAS THE APPROACH?The campaign promise was “Predictive maintenance made easy” – and what better way to show easiness than with a campaign that brings to mind child’s play?
Playful shapes inspired by the solution itself, bright colors, and a fresh soundtrack made this campaign stand out.
But looks are not all – the campaign also spoke directly to the pain of the user with authentic, benefit-based messaging built around easiness as a value. Media touchpoints and assets were also designed with the user in mind to create an integrated campaign with a content marketing approach featuring real customer success stories.
- 440% increase in page views
- 20,037 unique visitors to website
- 473,805 social media impressions
- 6,159 social media engagements
- 1,846 social media link clicks