Our mission was to launch the automated jumbo drill Boomer S2 at the MINExpo fair in Las Vegas in September 2016. The challenge is that there is a preconception that automated products in the mining and tunneling industry is not robust enough to handle hard work.
Again, we chose to treat the B2B communications as consumer advertising, to treat the professional buyers and decision makers as the “regular” emotional people they are. We wanted to demonstrate the robustness in a captivating way to create interest, and then follow up with online information and in-person meetings.
A strong influencer in the world of technology world is Lauri Vuohensilta hosting his own YouTube cannel Hydraulic Press Channel reaching 1.5 million viewers as he crushes different objects. We engaged Lauri to demonstrate the robustness of Boomer S2. The film we created together with Lauri was shown at the fair and then spread through Atlas Copco’s own channels and social media.
At the launch in September 2016 the campaign immediately became a global conversation piece, for the first time using an influencer to front a campaign in the mining industry. As Lauri’s YouTube channel reaches 1.5 million subscribers this was a great success – and there is more to come!
To launch a new glass with a very special surface coating, Guardian Clarity, to a very special target group: curators and museum directors. The challenge lies in the perception within the target group that ”glass is glass”.
The campaign focus is on how the undetectable Guardian Clarity glass is almost as amazing as the objects it protects. In spite of it being barely visible.
The goal was to make the target audience understand the importance of the right glass as a differentiation factor and to make them order a sample and create leads. The initiative reached and exceeded its targets within a couple of weeks .
To launch the new Simba S7 – a 24 ton premium drill rig with innovative technology on a market challenged by competitors with cheaper products of inferior quality.
In order to showcase the Simba’s reliability to perform with immense power and high precision, and how crucial millimeter precision is for a profitable business, we put her up to the ultimate test - the Butterfly Trick Shot.
The campaign went viral in the mining industry worldwide, became a hot topic on national TV in the mining nation Canada. Sales widely exceeded the goals set and was awarded with 150W at the Swedish effectiveness award.
Blue Dragon offer a complete range of DIY sushi products. Unfortunately, the sushi loving Swedes still don’t make their own sushi at home often enough.
We based the campaign on the concept Hela Sverige Rullar (Get Sweden Rolling) that showcased how you can put pretty much anything you want in a maki. Sushi loving families could find inspiration, roll their own unique maki, share in social media, compete and win.
Sales were up significantly, when families & friends realized that it is simple and fun to roll your own.
With commodity prices hitting rock bottom, mines have to be more cost conscious than ever before. One of the biggest costs is ventilation and this for one main reason: diesel engines. As a result, the leading manufacturers of mining equipment started introducing battery driven machinery.
Atlas Copco launched a battery driven Scooptram during the CIM fair in Vancouver. Besides launching a product of which we knew competition would follow very soon, the challenge was to explain a benefit that wasn’t directly linked to the performance of the machine: cutting down the cost of ventilation.
Since the true product benefit is cost reduction somewhere else, we had to make people stop and think about actually how expensive a liter of air really is. After all, we breathe air all the time. It’s such a commodity we take it for granted and don’t even think about it.
Introducing: ”A deep breath” – the most expensive air in the world, brought to you in an easy to use canister so you too can enjoy this exclusive piece of nature! In order to make people understand how expensive one liter of air is, we needed to bring it to their doorstep in a playful matter. By bottling the air from deep down a Northern Swedish mine in the form of a spray, we made the link to perfumes or other exclusive items for which people normally are willing to pay a lot.
We wanted property developers to realize the potential of Nacka Strand - a new 1500 apartments big neighborhood in an old office complex just outside Stockholm - in comparison to the very high m2 prices of the inner city.
In order to put pressure on developers, the strategy was to create a buzz within the public, the future tenants. The Midwinter Light-Up was an interactive music sequencer to lend light to the darkest night of the year - and to the new Nacka Strand apartment project.
The campaign created a huge interest within the public and selling the land rights to developers went much faster than expected. And at a higher cost per m2.
Atlas Copco Underground Rock Excavation – world leader in delivering premium solutions for mines and tunnel construction, is challenged by competitors with cheaper products of inferior quality.
Let’s remind our target group, and ourselves, why quality and clever solutions is worth paying for. To break rocks is hard, dangerous and expensive. In fact it is so difficult that it has become a metaphor for any great challenge – “To move mountains”. But to Atlas Copco it’s not just a saying, it’s a very concrete everyday mission.
As the main focus was employer branding and to build company culture globally, the campaign sparked a series of team strengthening initiatives and local spin off campaigns.