Positioning and communication for a new pump category. It’s not every day you hear about breakthroughs in the wastewater industry. So it felt extra special to team up with Xylem experts to help launch an important new pumping system through a range of online and offline channels.
Our client. Xylem is a global water technology company with 12,500 employees, sales of around $4 billion and operations in more than 150 countries. Our assignment came from the Xylem Transport group, which was introducing a new Flygt-branded pumping concept that promised to revolutionize the wastewater industry.
Our assignment. Modern wastewater pumping systems are increasingly intelligent, with embedded sensors, software and more – all designed to increase efficiency and reliability while reducing costs. Xylem had come up with a world first and needed to launch it to the market. But it would require a change in how municipalities buy their equipment. It was essential to get the message right.
What we did. Following a competitive analysis and workshops, we saw an opportunity for Xylem to tell a compelling story. This was the world’s first wastewater pumping system with integrated intelligence - and no other competitor was making a similar claim. But more than just talking about smart technology, we wanted to dramatize the benefits of an intelligent system. To achieve this, we gave the pump a personality and a brain. And provided clear examples of what's in it for customers – from energy savings to simpler pump selection, more efficient inventory management and more.
The launch. The product launch was set up in three stages, with an emphasis on lead generation using Xylem’s online channels and paid media. Internal communication was also vital, which included informing and educating the sales teams in advance. The product was successfully launched at the IFAT trade show in Munich and is now being rolled out globally.
