Build brand awareness from a very low baseline and deliver GE Mining a world class fleet of innovative sales tools to drive engagement.
From a series of strategic client workshops, the market proposition was defined as ‘real world mining solutions born of innovation.’ This would become the brand platform for a suite of material and communications:
- 32 individual product and service sales aids delivered globally.
- An interactive digital CGI that visualised the GE Mining product and service offer across surface and underground mining environments.
- A global website.
- Campaign-led product microsites.
- Global positioning video to communicate the direction and achievements of the new division to the broader business.
Never before inbound enquiries attributed to marketing activity and a far greater product understanding by the target market, greatly broadening the sales opportunity for the business.