Value Proposition Campaign
Perfect Harmony – 6 Point Total Value Proposition
The primary objective for this campaign is to communicate to the marketplace that Chemetall offers not just a comprehensive portfolio of over 5000 products and systems, but is an expert solutions innovator, genuinely dedicated to improving the standards for each and every manufacturing process. This is a truly unique approach, serving over 40,000 customers in more than 40 countries with motivated and engaged personnel, focusing on the “process-service” model with local representation worldwide.
To execute our “Perfect Harmony – 6 Point Total Value Proposition”, we chose a symbol that would connect and resonate with the targeted audience across industries, geographies and demographics – an electric blue guitar. The comprehensive campaign presented a subtle connection to Rock N' Roll. The guitar has six stings, perfect to highlight the 6 points, the Overarching Theme, “Perfect Harmony” relating music to harmony in the manufacturing process.
The integrated promotion involves 7 print and digital ads – the Overarching “Perfect Harmony” Ad and one representing each of the 6 points. These ads are being re-purposed for electronic placements, emails campaigns, Social Media, employee engagement (intranet), and conferences. A video was developed and a dedicated web page created rounded out by supporting literature. An impactful trade show booth was designed and show cased. This effort will continue through 2017.