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.