Manufacturing / Logistics
Ramset
1 ad series, 17 deliverables, 2 months
Ramset, an ITW Commercial Construction, North America (ITWCC) brand, had a new pin ready for market and just two months to launch it. The T4058SM Dual Substrate Pin drives into steel and concrete, replacing the two separate pins that interior track crews had to swap between during a job. The category wasn’t new. An American-made option was. A launch of this scope normally runs six to eight months. This one had two.
Challenges
1.
The deadline set the strategy.
Six to eight months of work had to happen in two. The team couldn’t wait for one stage to finish before starting the next.
2.
There was no time to shoot.
The campaign needed lifestyle imagery on real jobsites. A photo shoot would have added weeks to the schedule and expenses to the budget.
3.
The product story had to come from existing materials.
The team developed the copy from specification materials and background files, identifying the technical details and differentiators that mattered most for the launch.
Solution
We started with the ad series, developing multiple creative and messaging concepts to establish the voice, look and feel for the launch. We refined two concepts to anchor the campaign, including the central message, “One pin. Two substrates. Zero slowdowns.”
After establishing the voice, look and feel, the team could develop the remaining assets without reinventing the creative direction for each one. The ad headlines became the landing page architecture. The landing page sections became the email series.
AI-assisted photography also helped meet the compressed timeline. Our team art directed the visual program using the client’s existing photography library and AI to create the still and motion imagery the library couldn’t provide. The approach eliminated the need for a photo shoot.
We developed the copy from background materials, taking it to specification-level detail with tested performance in steel and concrete and shank geometry. We also included the code listings specifiers need to confirm that a fastener is approved for an application.
The positioning also addressed different buyer priorities. Technical performance and code listings established where the pin could meet project requirements. Domestic manufacturing added a supply reliability benefit and opened opportunities for projects with American-made product requirements.
Results
1.
The launch date held.
Work that typically takes six to eight months happened in two. The team delivered 17 assets under one creative direction.
2.
AI assisted imagery eliminated the photo shoot.
Using existing photography and AI gave the campaign the still and motion imagery it needed without the time and expense of a photo shoot. The imagery worked across print, web, email and video.
3.
The creative outlasted the campaign.
Ramset extended the launch direction into a larger website overhaul. We designed the current homepage using the look and feel we developed for the pin campaign.