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GE Oil & Gas: Awareness Campaign

Breakthrough creative grabs attention in nuts-and-bolts category

Situation

Early in 2011, GE Energy (now GE Oil & Gas) acquired Houston-based Masoneilan and Consolidated control valves from Dresser, Inc. Mower was charged with developing a global advertising campaign to announce the news and communicate to key audiences that GE Energy could now provide more complete and advanced valve solutions.

Insight

After reviewing competitive advertising, Mower realized that a colorful and fun creative execution would stand out and command attention in publications devoted to industrial processes.

Solution

To drive awareness, Mower developed a series of print ads that featured dynamic animals created entirely from Masoneilan and Consolidated valve products. Corresponding headlines cleverly complemented the eye-catching “valve animals” and promoted key messages, while concise body copy reinforced a core customer need/benefit message in each ad.

To optimize the impact of the marcom investment, we inserted unique vanity URLs into each print ad, leading to a custom landing page. The resulting analytics enabled GE to track and evaluate media performance and market interest by industry, category, region, etc.

Results

The client has asked us not to share specific metrics, but we can say the campaign exceeded client expectations and generated strong awareness in key locations. Additionally, the print campaign drove desired traffic to a special landing page that was linked to GE Energy’s corporate site. Inquiries collected from the landing page were channeled to regional sales centers and entered into GE’s lead-nurturing program.

The ads won “Best of Show” at BtoB Magazine’s 2012 Best Creative Awards competition, as well as first place for Print Advertising Campaign $250,000 and Under at the Business Marketing Association ACE Awards.

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