- Drive marketing communications evolution from product-centric communication to a customer-centric, image-focused approach
- Remedy outdated public perception of Gas and Process as an air separation supplier, including:
- Building awareness of its expanded portfolio, which spans various industries/markets
- Communicating that the company’s product offering is complemented by a variety of key customer-focused services such as consulting, system design,
- and project management
Founded in 1873, Atlas Copco’s roots lie in the air separation sector. Over the past decade, however, Gas and Process – a division of the Atlas Copco Group – has extended its scope far beyond its traditional stomping grounds. The company’s innovative drive and several strategic acquisitions have allowed the division to expand its portfolio from mainly air and gas compressors to turbo expanders and cryogenic pumps and have also enabled it to boost its production and service network to 170 markets worldwide.
Today, the company’s products and services support the industrial gases sector as well as the oil & gas and renewable energy industries – and reach from individual machines to the design and manufacture of complete geothermal plants.
Despite the company’s radical transformation, public perception of Gas and Process was out of step: Many in the industry still saw it as a supplier for the air separation sector.
And while some of its communications channels provided a more holistic, customer-focused picture, most marketing materials were still centered around product information and technical details. In other words: Gas and Process was underselling some of its greatest strengths: customer interaction, customer service, and cross-sector expertise.
The new image campaign would have to solve all of the above problems while reaching a variety of existing and potential customers in different industries, markets, and regions of the world (along with other target groups, such as potential employees and the media). It needed a single, coherent message that also aligns with the values of the Atlas Copco Group. Threeview developed an emotional, year-round global campaign to be rolled out across all marketing communications channels.
The campaign needed to show how Gas and Process goes above and beyond for its customers on all levels: the company, its people, its markets, and its products. To achieve this goal, we anchored the campaign in the so-called customer journey, communicating with the target groups (customers, employees, the media, etc.) consistently at their most relevant touch points.
We chose a message that conveys the breadth of Gas and Process’ offering and international network, expresses that the company “goes the extra mile” to serve customers, and surpasses its competitors.
To demonstrate Gas and Process’ diversity in an immediate and intuitive manner without adding a glut of extra information, we decided to highlight its three verticals (Industrial Gases, Oil & Gas, Renewable Energy) and its essential “horizontal” sector (Aftermarket) across all product and market communication.
We developed an emotional campaign message that is universally understandable and reflects all of the campaign objectives: “We Do More.”
The message works on several levels and is easily adaptable. „More” can apply to:
- The Atlas Copco brand values (innovation, interaction, commitment)
- The Atlas Copco brand promise (sustainable productivity)
The tone of voice used is active, simple, and – most importantly – not technical. It speaks directly to the customers by exploring the role their industry plays in the bigger picture („You supply the energy that keeps the world in motion“) and then shows what Gas and Process does to help them succeed („We help you meet every challenge along the way”).
An elegant, color-coded visual representation of the four markets is used throughout the communication materials. While the relevant market (e.g. Renewable Energy) is activated in materials pertaining to it (e.g. an ad with a geothermal theme), all other markets are also represented.
This allows Gas and Process to target specific markets while still communicating that they are active in a variety of other industries.
The imagery used – people, exteriors, and artfully-shot product details – are emotional, approachable, and friendly. The “We Do More” message and the visual approach combine to create a campaign that feels personal and universal at the same time.
RESULTS AND ROI
The “We Do More” image campaign launched in fall 2012. Initial internal surveys among various international company stakeholders show wide acceptance of the campaign regarding clarity, impact, etc.
More detailed external (customer / stakeholder) surveys are planned for Q4/2013 and 2014, when the campaign will have been live for 18 months.
Industry: Oil and Gas
Expertise: Brand Development, Web Development, Storytelling, Corporate Publishing, Live Event