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FMC Technologies, Inc. (FMCTI) provides a vast, highly sophisticated array of equipment and services to the oil and gas exploration & production industry: subsea systems; surface wellhead equipment; valves, pumps and other fluid control systems; measurement solutions; separation technologies and blending and transfer systems. With such broad offerings, FMCTI’s visual identity was often disparate and the depth and reach of the brand was not fully leveraged.
One advertising campaign was required to unify the various products under a single, powerful brand umbrella. The objective was to create an overarching advertising format that would work for the diverse technology FMCTI sells and to unify everything with a theme that would appeal to each market segment.
We realized that every buyer relies on FMCTI to keep complex and expensive projects moving on time and on budget. A single day’s delay results in millions of dollars in extra costs and lost revenues. And what makes FMCTI equipment so reliable? The people behind it. The solutions-driven engineers who design the sophisticated equipment and the solutions-oriented technicians who install, maintain and repair it.
From this insight, we defined:
For media planning, we focused on key print and online industry journals with the greatest audience value to the client, combining global trade journals with regionally relevant titles – and languages – in key growth geographies.
As a result of the distinguishing campaign approach: