Our mission was to launch the automated jumbo drill Boomer S2 at the MINExpo fair in Las Vegas. 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 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!