Manchester Metropolitan UniversitySupporting first generation students starting university.
Air Products
Making a stronger case for switching welding gas.
The idea: See the bigger picture.
With constant pressures on margins and costs, fabricators can easily overlook the benefits of specialist gases such as Air Products’ Maxx Gases range, settling instead for a cheap, tried and tested all-rounder, argon. Our challenge was convincing welders that it was worth switching.
We carried out detailed research with our audiences, eventually settling on four different ‘personas’ based around the different mindsets. Anchored in our campaign theme of ‘Looking at the Bigger Picture’, we built a compelling case around each of the Maxx Gases benefits – less spatter, fewer rejects, higher quality and most of all, improved productivity by up to 30%.
