Trelleborg Offshore had developed with an innovative flexible piping system ELASTOPIPE™ for the offshore oil and gas market. Although the new product had clear benefits over the traditionally specified rigid (carbon steel, copper) piping systems they were having difficulty effectively communicating these benefits and therefore opportunities for projects.
We firstly had to develop a strategic proposition for ELASTOPIPE that clearly identified its key benefits and provided a platform for the creative concept of 'Clearly Flow Assured'. Through a series of workshops we also identified the key market segmentation and developed 5 different segmented messages we could communicate. A communications plan to re-launch ELASTOPIPE was developed utilizing direct mail, an innovative e-mail and landing zone digital platform, the development of an interactive brochure, a video podcast, Total Installed Cost Calculator, on-line banner and data management and integration with ELASTOPIPE's worldwide salesforce. The campaign is due for Launch in July 2009, we are looking forward to some great results.