FMCTI Brand Development

 

Situation:

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.

 

Goal/Objective:

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.

 

Tactics Employed:

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:

  • The benefit: “We put you first. And keep you ahead.”
  • The character of the ad campaign: Dynamic colors. Aggressive headlines. Real people. Simple copy (save the specs for the sales reps). A visually bold, action-oriented style.

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.

 

Results Achieved:

As a result of the distinguishing campaign approach:

  • Ads have been recognized for stopping power in syndicated readership studies.
  • The campaign has been recognized with an internal FMCTI Technologies award for excellence.
  • The advertising themes have been integrated into the company’s major tradeshow exhibitions via booth graphics and other high-profile sponsorship materials.
  • Syndicated industry research shows improvement in brand preference, perceptions and perceived marketplace momentum.