A cool campaign for world-leading pump manufacturer Flygt. We had been working with Flygt for a number of years when they approached us to create a campaign for Ready Pumps, a new range of small, lightweight, servicable pumps, a product specially created to challenge the disposable pump market. The first thing we did was create the product logos to mark these pumps as a separate product line from traditional Flygt pumps. Although the Flygt mark was present, its function was more as a stamp of quality than a brand identifier. The orange colour was purposely chosen to further disassociate Ready from Flygt.
Most expensive DM in Xylem's history
Pumps in this category had traditionally been disposable: when they stopped working you simply threw them away. Flygt had the idea of creating environmentally-friendly pumps with a number of replaceable parts, called Ready Pumps, and wanted a way to explain this new technology in a simple way. I came up with the idea of building a lifesize die-cut giveaway modelled on the actual pump, with removable key parts to demonstrate how to service this new product.
We modelled the pump in 3D, and skinned it to look exactly like the real thing. We created a video to explain the product features and included it on a DVD. And we also included a shopping list of other available campaign materials that could be ordered or acessed online.
The Ready pump print campaignÂ
Print campaign 'Me and my Ready' that supported the launch of the new Ready pump. This campaign was built around the story of a fireman who has had a long and successful professional relationship with his Ready pump. He fondly reminisces over the 'Great Pumping Moments' of their life together. We carried out a photoshoot to generate all campaign images.
The Great Pumping Moments campaign website
The 'Great Pumping Moments' website contained all the technical specs, as well as a fun feature where visitors could superimpose their own face over the campaign hero and generate e-postcards to send to colleagues.
The shopping list of other campaign materials we created to go with the give-away.