Integrated Marketing - Donaldson
Key facts
Company: Donaldson Filter Components Ltd is a leading worldwide provider of filtration systems and replacement parts. Established in 1915, they have a presence in 39 countries.
Project: Tetratex Elvis Campaign
Objectives:
· Advertising their unique Tetratex® ePTFE.
· To convey that only Donaldson offers the real product and, even though others try to copy Donaldson’s technology, they cannot provide the real thing.
Results:
· A creative and striking campaign that substantially increased enquiries about Tetratex.
· A fully integrated campaign, including a landing page specifically created for the competition.
THE BRIEF
Donaldson wanted to promote their Tetratex ePTFE, a membrane that has a unique microstructure and collects very fine particles while allowing air to freely permeate the membrane. To help them do that, they called Happy. The main message, as established on the DISCOVER phase, was that Donaldson is a market leader, a well established and reputable company that offers quality products, in comparison to the competition from cheaper imports.
THE IDEA
Happy presented Donaldson with an idea that could be easily rolled-out worldwide, as the Tetratex ePTFE membrane is known internationally. And so the Tetratex Elvis campaign was born. Elvis Presley is known pretty much anywhere in the world and his famous lyrics were also used in the direct mail pieces designed for the campaign. The tagline “Often copied, never equalled” fitted perfectly, as it relates to Elvis imitators as well as to companies that try to recreate Tetratex. The message is that no matter how much the imitators try, the original is the best and always will be.
Elvis postcard
'Elvis' at the exhibitions
THE OUTCOME
The Elvis direct mail went out to targeted recipients in over 10 countries and the support of a landing page where people could register their details to know more about the product made it an all-round campaign. Donaldson is known for their unique campaigns and this in particular was a very successful one. At a trade show in Hamburg, Elvis was the talk of the show and they even organised an old Elvis to sing to the crowds. The visitors loved it, which proves that doing something different really works. Analysis conducted through Happy's MEASURE phase concluded that the campaign was extremely well received and enticed many comments from existing and prospect clients about its uniqueness, keeping the brand fresh and memorable.
Donaldson is happy because... “Having Elvis on the stand at Powtech 2011 certainly sent the rumour mill circulating throughout the halls. The Elvis campaign generated increased interest in the Tetratex brand, not only on the stand but also the brand campaign designed by Happy in the lead up to the exhibition created intrigue for customers about what Donaldson would be displaying at the event.”
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