Snapshot
Founded in 1904, Johnston Sweepers has established itself as a world leader in the manufacture of outdoor surface cleansing equipment.
However, increased marketing activity by their competitors was threatening their market position.
After undertaking in-depth market and competitor landscape analysis, it was clear the strategic objective was to implement a powerful, persuasive and totally integrated campaign that would reaffirm their competitive advantage and position them with a strong brand proposition.
Visually, this was achieved by creating a new technique called Photostration™ – a combination of photography and illustration – giving a distinctive, stylised theme and impact to the whole campaign (a refreshing change to the obligatory ‘photographic snapshot’ of sweepers in their working location).
The images were supported with compelling benefit-led headlines using intellectual wordplay and a tone of voice more akin to luxury car brand advertising.
The campaign comprised trade press advertising, a new suite of sales literature and an informative website which gave extensive details and specifications of their vehicles, their customer support and their unsurpassed expertise.
Results
- 10% increase in visitors since the site launched in February 2011.
- The addition of an Ask The Expert facility has proved to be a successful tool in driving enquiries to the correct people.
- 20% increase in page views and an increased amount of time spent on the site confirms that the information provided is relevant and easy to find.
