The Client Challenge
The development of a ‘Clean Air’ market offer, focusing on Servomex’s capabilities in the emissions and process analysis space; positioning existing solutions to traditional verticals transitioning to new levels of environment compliance; and to emergent energy technologies where process gas analysis is required to produce fuels.
The Coda Solution
With an opportunity for repositioning gas analysis in a different context, Coda developed creative that supported an optimistic, forward-looking view for Servomex solutions. Flexible, brand-strategic messaging and creative addressed the here-and-now concerns of customers, but also enabled Servomex to position itself as a partner to navigate future change.
A process for success
1. Messaging development provided three distinct routes, with the selected ‘change is in the air’ message acknowledging a shifting market landscape, encouraging customers to reflect on adapting to future challenges.
2. Creative development that took deliberate inspiration from the innovative renewables and electrification sectors
3. Expert marketing and technical content creation, authored in-house and applied to a content suite including launch video, two twenty-page magazines, and curated podcasts
4. Application to a global inbound marketing and social media campaigns, with campaign traffic pointed towards a dedicated landing page and leads tracked through the website into Servomex’s CRM for qualification
5. Brand creative launch! The principal campaign for Servomex’s Industrial Process & Emissions unit in 2021, rolled out to customers in the Americas, Asia Pacific, Europe, Middle East and India.
A process for success
1. Messaging development provided three distinct routes, with the selected ‘change is in the air’ message acknowledging a shifting market landscape, encouraging customers to reflect on adapting to future challenges.
2. Creative development that took deliberate inspiration from the innovative renewables and electrification sectors
3. Expert marketing and technical content creation, authored in-house and applied to a content suite including launch video, two twenty-page magazines, and curated podcasts
4. Application to a global inbound marketing and social media campaigns, with campaign traffic pointed towards a dedicated landing page and leads tracked through the website into Servomex’s CRM for qualification
5. Brand creative launch! The principal campaign for Servomex’s Industrial Process & Emissions unit in 2021, rolled out to customers in the Americas, Asia Pacific, Europe, Middle East and India.
Measurable results
“The campaign was enthusiastically received by customers and distributors, driving new conversations at all levels. Lead generation opportunities for associated products and systems were considerably elevated from previous campaigns.
“Servomex’s Clean Air campaign is a critical change in positioning for Servomex, supporting our long terms business goals and reflecting our aspiration to become a net zero company by 2030. Coda’s execution and delivery of the campaign presented us in a new way to customers, creating new opportunities and conversations as our industry adapts to new priorities. It has been a hugely successful exercise for both our customers and internal sales teams”
Colin Jones
Marketing Director, Servomex
Signed Sealed Co-delivered
