Making the most of being
July 20, 2020
From a marketing strategy aspect, there are some important issues to consider when leveraging Australian-made.
When BOC embarked on a three-year program to replace their fleet of over 2,400,000 gas cylinders they turned to IMA to develop a communication campaign to inform customers across a range of geographically diverse markets.
In developing our response IMA also recognised the need for employee engagement across the business to ensure the cylinder swap program was at the forefront of the day-to-day business.
IMA developed the ‘Raise the Bar’ campaign messaging (bar being the unit of measurement for gas cylinder capacity) and applied this across a range of external advertisements and POS.
This external positioning was then used to develop an employee engagement program to promote greater appreciation and alignment to the cylinder swap program.
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