Aggreko, headquartered in Houston, Texas, is a leading supplier of temperature control solutions worldwide. Aggreko offers water-cooled chillers and air-cooled chillers for simple and complex applications. Their chillers can even quickly be mobilized to help in emergency situations.
Aggreko’s customers are owners and managers of large buildings and plants, including hospitals, high-rise offices, and universities. Some of these customers–including hospitals, hotels, and those that need to keep inventory at specific temperatures–cannot operate without temperature control.
By offering both water chillers and air-cooled chillers, Aggreko can recommend the best temperature control solution for their customers’ specific needs.
With summer approaching, Aggreko sought to increase sales of their water-cooler chillers.
How to help Aggreko build awareness and educate customers to increase sales?
We developed a global marketing campaign to attract leads.
As part of our campaign, we included customer education about water-cooled versus air-cooled chillers to help customers decide between the two.
Our goal was to deliver to the sales team ready-to-close leads.
To meet our goal, we created content around four stages of the customer journey and defined key messaging at each stage.
With Aggreko’s approval of the proposed assets, we created and launched the assets across multiple channels, including video, social media, direct mail, email, a microsite, and more.
We wrote, animated, and produced four promotional videos to educate customers about the water-cooled chillers to drive users from Youtube to the online calculator and to a gated landing page.
Using engaging digital and social media ads, we drove users to a microsite that hosted the videos for the assessment tool.
With the assessment tool, we could show potential customers the cost savings they could enjoy if they used a specific chiller.
Our launch playbook helped us get the external and internal sales team on board with the campaign and with the key messages to use at each stage of the sale cycle to help close the deal.
Aggreko tested the campaign for the Australian market in 2016.
Pace Creative and Aggreko launched the campaign in all of North America in March 2017.
The campaign was localized for the South American markets and was launched in April 2017.
The campaign was localized for the UK market and was launched in June 2017.
The next campaign we are working on is a gamification contest to motivate Aggreko employees to share company assets such as client testimonials and newly installed generator videos and product pictures.