Challenge

Bucher Emhart Glass acquired Symplex to bolster its portfolio of vision inspection machines. Based in Munich, the boutique machine builder had previously been part of a global canning manufacturer and made the perfect addition to the Emhart inspection portfolio. However, this presented us with the challenge of how to position a former competitor as a complementary brand.

Strategy

A week-long workshop in Munich attended by the Emhart board, product management, engineering and sales and marketing, highlighted a number of differences between two of its machines. Symplex features automatic adjustments and enclosed cameras to speed up job changes, while the FleXinspect machines have manual adjustments and open cameras for more hands-on operators. Both are built for speed and precision, but suit two different styles of operating. We needed to find a relatable scenario in which an automatic or manual machine could be chosen depending on preference.

Creative

The visual treatment of our creative execution was in line with previous campaigns which featured two images split in half. Showing an automatic and manual gearbox split down the middle, accompanied by the line ‘Same family, different strengths’ – we effectively illustrated the two contrasting styles available from the one company. The simple yet striking campaign rolled out across press advertising, email marketing, direct mail, social media and sales support.