The Challenge
Flygt, a world-leading pump manufacturer and part of Xylem, approached us to launch Ready Pumps - a new range of small, lightweight and serviceable pumps designed to challenge the traditionally disposable pump market.
In this category, when a pump stopped working, it was typically thrown away and replaced. Ready Pumps offered a more sustainable alternative, with key components that could be replaced and serviced to extend the product’s working life.
The challenge was to communicate that difference in a way that was immediate, memorable and easy to understand.
Creating a Distinct Product Identity
We began by developing a dedicated identity for Ready Pumps, positioning the range as distinct from Flygt’s traditional pump portfolio.
The Flygt mark remained visible, but functioned primarily as a stamp of quality rather than the dominant brand identifier. A bold orange colour palette was deliberately chosen to further differentiate Ready and give the new range its own recognisable presence.
A short video that demonstrates the replaceable parts of the Ready Pump system.
Turning the Product into the Campaign
Rather than simply explaining how the new pumps worked, we wanted customers to experience the idea for themselves.
The solution was an unusual piece of direct marketing: a life-size, die-cut replica of the Ready Pump, complete with removable key components.
We modelled the pump in 3D and created a detailed skin so that the finished piece closely resembled the real product. Recipients could physically remove the serviceable components, immediately demonstrating one of Ready’s most important advantages over disposable pumps.
The result became the most expensive direct-mail piece in Xylem’s history — but also a highly distinctive way of putting the product proposition directly into customers’ hands.
The pack was supported by a product video explaining Ready’s features, supplied on DVD, together with a guide to additional campaign materials that could be ordered or accessed online.
“Me and My Ready”
The launch was extended into a print campaign built around a more emotional idea: the relationship between a professional and a piece of equipment they can depend on.
“Me and My Ready” told the story of a firefighter and the long, successful working relationship he had developed with his Ready Pump. Through a series of “Great Pumping Moments”, our campaign hero fondly reminisced about the experiences they had shared together.
A dedicated photoshoot in Stockholm’s archipelago produced the imagery used throughout the campaign, giving the work an authentic Scandinavian setting and a strong human character.
Taking the Campaign Online
The “Great Pumping Moments” concept continued through a dedicated campaign website.
Alongside detailed technical specifications and product information, visitors could interact with the campaign by superimposing their own face onto the campaign hero and creating personalised e-postcards to send to colleagues.
This combination of useful technical content and playful interaction gave customers another reason to engage with Ready beyond the initial launch communication.
The Outcome
The Ready Pumps launch transformed a relatively technical product benefit - replaceable, serviceable components - into a simple and tangible campaign idea.
By combining product identity, innovative direct mail, 3D visualisation, film, print, photography and digital interaction, we created an integrated launch campaign that differentiated Ready from both conventional Flygt products and the disposable pumps it was designed to replace.