Chicago Pneumatic is a global manufacturer of power tools, air compressors, generators, light towers and hydraulic equipment for professional and industrial applications. The company wants to stand out as a brand offering not just pioneering product design, but also outstanding value for customers.
Chicago Pneumatic requested help to set up an online lead generation campaign featuring a strong personal touch and promoting their broad product portfolio and global presence. The campaign needed to reinforce the overall brand promise, ‘People. Passion. Performance.’
We developed a people-centred campaign with the theme, ‘It’s not just what we do. It’s who we are.’ The core of the campaign is a blog based around real people, Chicago Pneumatic employees, who share their individual stories and experiences linked to specific products.
The campaign is promoted via a dedicated landing page within the Chicago Pneumatic website. Snapshots of the storytellers (as well as the products) entice visitors to read the stories. The blog pages also contain links to relevant product information and invite readers to get in touch with the sales team via a contact form. Vintage created the copy and imagery which is personal and attractive, presenting the human face of the business. Click here to visit the landing page on the Chicago Pneumatic website.
Building on the concept, Vintage designed a full digital communication strategy to roll out the campaign. This includes the creation of videos, infographics and 3D animations for publication on multiple social media channels, on websites and as Google ads. Every post features a call to action bringing readers to the campaign landing page and ultimately creating more leads (and sales) for Chicago Pneumatic.