I partnered with the account team, writers and creative director at Slack & Company, Chicago as lead designer/art director to create elements of this campaign.
To place Gates top of mind of amongst beverage facility decision makers, an integrated campaign was developed and implemented to soften targets, establish awareness and lay groundwork for converting to Gates.
A comprehensive approach for targets included:
An infographic-style illustrated poster served as a leave behind to remind key influencers of beverage facility challenges—and how they can minimize the things that add cost or bring down efficiency once they convert to Gates Poly Chain. Representing the beverage industry using images of the various containers familiar to beverage manufacturing as the dominant visuals helped reinforce the statistics, and showcase the side-by-side comparison image of roller chains versus Gates Poly Chains. Stock illustrations were reworked to design the custom visual representing the various beverage segments. Actual Gates Poly Chain images were used as blue border elements.
A beverage brochure and conversion guide helped further build demand for solutions as sales call leave-behinds and content offers online.
A tube mailer featuring a Gates branded bottle opener inside encouraged targets to “open opportunities” by engaging with a Gates District Sales Manager.
A 3D follow up box mailer engaged highly qualified leads from the tube mailer at a much deeper level, urging facility managers to satisfy their thirst for cutting costly and excessive maintenance. Containing a Gates branded pint glass with the screened-on message “Drink In Success,” the piece reminded the audience of the unrealized savings they could gain from Gates superior products and solutions.