With a clear, concise brief from Atlas Copco Rental to launch their brand new PTS800 compressor, we were able to put all our energy into coming up with a surprising creative concept.
Our mission, though, was not that easy. Launch a new oil-free compressor, the PTS800, in a pressure range that was not available up till then. Plus: don’t push out the other existing models. Let the world know there is a compressor available now that, finally, addresses the missing pressure range, but remind them of the complete range. Highlight the benefits of oil-free air too along the way, and make sure we can use your concept for our internal launch.
Sounds like a typical b2b challenge. One we love to tackling with creativity.
Humor works. And when people at the table smile when they see a concept, you know it’s a possible winner. In this case, they were not smiling, but laughing out loud. What did we do?
We turned the compressor range into a gang of cowboys, one for each model, their size reflecting the pressure ranges they were made for. Fans of the Lucky Luke comics might recognize the Daltons.
The advantage? True stopping power and the message that you are offered a complete range. The headline reflects the imagery and stresses the fact that all compressors are all equally good: this town is big enough for all of us.
The copy is written in the matching direct, light tone of voice, but conveys the key message: oil-free rental range, new model, new pressure level available.
Internally, we took the concept a step further and hinted at a famous Western. Colleagues knew the development of the new model took longer than expected; and they knew the model did not look that great on the outside. By hinting at those issues with a big smile, we avoided they would be talked about too much.
Included in the product launch toolbox, were, in Western style:
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