CHALLENGE
Sprayon needed to get its industrial aerosol lubricants into the hands of the decision makers, the Factory Maintenance Manager. He or She is the one who would decide if they put those products on the factory floor. After a previous rebrand and 5S Management redirection, the Sprayon product line had everything a factory would need.
SOLUTION
What better way to persuade a Manager than from the inside. The idea was to build a following among maintenance professionals who would then in turn recommended Sprayon products to their manager. We built a campaign entitled, “Real Men of Maintenance” where maintenance professionals were nominated by their peers to be eligible to win a $2,500 gift card to bass pro shops and a year’s worth of product for their facility. The peers could then vote for who the winner would be. The site featured a unique sideways scrolling factory where the nominees can be seen working.
The campaign was supported by a robust Google Adwords and Display Network campaign and by a full page ad in leading industrial maintenance publication, IMPO Magazine.
RESULTS
The site averaged 10,000 visitors a month and yielded a near 50% engagement rate through voting/nominating. The site also generated a marketing database comprised of over 10,000 user emails.
DETAILS
Category
Branding
Design
Motion
* All work shown is owned by Anthony Thomas Advertising and was produced during my employment with the company