Integrated Campaigns for Laser Manufacturer AMADA

Our insights into the problems and pains of general managers, machine operators, and subcontractors at sheet metal companies have led us to a two-pronged approach to new communications. First, openly acknowledge what our audience was facing - a death by a thousand cuts. In every country, from the UK to Poland, manufacturers are facing death by a 1000 cuts from labor shortages, surging electricity prices, offshoring, tariffs, and 996 other things. So justifying a purchase of new equipment feels like mission impossible, even for their own survival. So manufacturers are often playing defense. Second, we had to show that AMADA has built the steel backbone of the world - their machines have cut and pressed everything from rails, to scalpels, EV vehicle parts, and jewellry. All while remaining invisible because of how reliable and efficient they are, effectively addressing every single anxiety people involved in manufacturing process, from operator to CFO, could have.

Following the principle of medium is the message, we planned the digital - social, search, programmatic display, and premium print campaigns, reminiscent of the golden age of advertising, to run throughout the year, with OOH and DOOH providing support in the locations of major events like MACH and EuroBlech. Our media team built a growth engine that would expand the brand and deliver high quality leads, both short- and long-term, as reliably as AMADA’s own machines.