B2B CAMPAIGN: When silence says everything

Wolverhampton-based Arc-Gen is one of the UK's biggest suppliers of on-site power equipment, providing lighting towers, generators and cutting and welding kit to the construction industry.

Campaign: Silence is Golden
Client: Arc-Gen
PR team: Seal Communications
Timescale: April-May 2008
Budget: £2,000 (plus £2,000 for the mime artists)

It asked retained agency Seal Communications to help it launch a new range of 'Super Silent generators'.

- To create a buzz around the new product.

- To position Arc-Gen as leading the way in terms of 'green' machines.

Seal planned the campaign around SED, the industry's leading annual exhibition. After sending out a release highlighting the new generator range, Arc-Gen CEO Mark Hodgkins was offered for press interviews.

Seal also planned an in-show stunt. Mime artists were hired to emphasise the 'silent' aspect of the generators, performing on Arc-Gen's stand and wearing T-shirts bearing the legend: 'Arc-Gen generators - almost as quiet as me'.

The stunt got both trade and consumer media attention. Mark Hodgkins did five one-to-one interviews with key trade titles.

It was Arc-Gen's most successful exhibition. More than £90,000 of business was gained on the company's stand.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.