They are a challenger brand: their industry is dominated by one big company, which makes it difficult to compete on the basis of resources alone. So we built a campaign on two areas that they could claim as their own unique strengths, leading to one strong benefit: world leading technology and outstanding customer service, which leads to the supply of ‘data you can rely on’.
This was communicated under the headline ‘We deliver’ – a claim in direct competition with the market leader.
We used it online and off: on the website and in all aspects of digital marketing, as well as in brochures, exhibition stands and PR – all utilising the same strategy to communicate Geoquip’s strengths and competitive differentiation.
