How do you bring together a number of well-known brands across the global oil, gas and power industries to become one name synonymous with pipe joint integrity? And can their clients' perceptions be changed so they're seen not just as a bolting company selling products but as a market-leader offering a full service solution, assessing an managing every joint on a project?
Initially, the strategy consolidated all the legacy brands under one name: Hydratight. This helped to clarify what the company offers in its market. Then the task was to reposition the brand and shift perceptions by changing the mindset of both customers and staff. And for that, we used a campaign that showcases the company's specialist expertise and its response to clients' business needs: 'It has to be Hydratight'..
With a distinctive headline and visual theme using the yellow of the Hydratight brand, the campaign stands out from its competitors. The new tone of voice evokes pride, instils confidence and demonstrates innovation – and why it has to be Hydratight.
Most importantly though, an animated video outlining the campaign and the company's aims successfully engaged with staff and excited them about the future; while Hydratight's ads and emails have already caused a stir in their core markets.