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'.

OBJECTIVES
- To create a buzz around the new product.

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

STRATEGY AND PLAN
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'.

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

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

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