B2B , Energy & Sustainability
GE has been engineering life-changing technologies for the power, renewable energy, aviation and healthcare industries for more than 125 years. When GE acquired Dresser, Inc. (another multinational company in the energy space), it also acquired Dresser Inc.’s Masoneilan and Consolidated brands—two extremely advanced control valve solutions. (If you’re new to the engineering game, a valve regulates the flow and pressure of materials such as fluid or gas.)
Bringing Masoneilan and Consolidated into the fold was going to be a game changer for GE, and it needed to develop a global advertising campaign to announce the news to key audiences.
The first thing we had to engineer in this campaign was the design. Valves are pretty…well…metallic, so we decided that a colorful creative execution would command attention in publications devoted to industrial processes. With that in mind, we developed a series of print ads that featured dynamic animals created entirely from Masoneilan and Consolidated valve products.
We paired these dynamic images with simple, clear headlines that drove home the main connection between the animal and the benefit of our valves. For the call to action, we inserted unique vanity URLs into each print ad, leading to a custom landing page. The resulting analytics enabled GE to evaluate media performance and market interest by industry, category, region, etc. Inquiries were also channeled to regional sales centers and entered into GE’s lead-nurturing program.
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.
The valve animals campaign not only grabbed attention, but plenty of awards as well. The ads won “Best of Show” at BtoB Magazine’s Best Creative Awards competition, as well as first place for Print Advertising Campaign $250,000 and Under at the Business Marketing Association ACE Awards.
What can we say? Coming up with award-winning creative is just our animal instinct.
By using boring-looking valves in a colorful and creative execution, Mower helped GE stand out, bringing customer attention to the benefits of the new valves they acquired and generating even more awareness than our client expected.
Key Brand as Friend® drivers:
Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.