Optima® 7
Evac Group partnered with ArmstrongB2B® to launch Optima® 7, its most advanced vacuum toilet to date. In a category dominated by technical specifications, we repositioned the product as a design-led, sustainable innovation, using a distinctive cinematic campaign to create emotional engagement and stand out in a crowded market. The result was one of Evac’s most successful launches, delivering a 32:1 return on marketing investment, generating 110 qualified leads, and establishing a flagship creative platform that continues to support global sales and marketing activity.
Challenge
Evac is a world leader in integrated water and waste management systems for marine, offshore, and building sectors. Its vacuum toilets are used in cruise ships, defence vessels, and sustainable land-based developments globally.
In 2024, Evac prepared to launch Optima® 7 – the most advanced vacuum toilet it had ever developed. With a rimless, antimicrobial design; industry-low noise levels, patented installation technology, and 90% less water usage than traditional toilets, it combined beauty, sustainability, and function like never before.
But while the product was a leap forward, the market was stuck in neutral, dominated by functional specs and engineering language. Our audience of shipowners, architects, and engineers needed more than features. They needed to feel something.
Strategy
We set out to make audiences see the Optima® 7 not just as a toilet, but as a design-led, sustainable innovation. A decision as much about experience and vision as it was about flushing performance.
To succeed, we needed to do more than communicate features. In a category where functional engineering specs dominate, we focused instead on creating distinctiveness – building memory structures through bold creative, ownable imagery, and an emotionally resonant narrative that audiences would remember and recognise across every channel.
Our central creative was a cinematic animation that moved from mountain peaks to open seas and gave the campaign a unique visual and tonal identity. It allowed Evac to stand out in a market often defined by sameness and sought to establish mental availability through its striking imagery and story-led structure.
Just as importantly, we knew from behavioural research that emotional engagement is a powerful driver of decision-making. So, we framed the launch not around technical superiority, but around desire, beauty, and sustainability, positioning Optima® 7 as something aspirational, not just functional.
Creative
The visual story worked across every touchpoint, allowing us to build a single, coherent campaign that could flex from technical sales to brand awareness, while staying true to the same narrative spine: Optima 7 as an innovation worth noticing, remembering, and choosing.
ROMI
32:1
qualified leads generated
0
Optima 7 was a pivotal launch for Evac, and the creative work was fundamental to its success. The team helped us go far beyond functional marketing; they gave us a story that people connected with. The results speak for themselves. A highly effective launch, powered by outstanding creative.
- ROMI of 32:1 — one of the most successful product launches in Evac’s history
- 110 qualified leads generated directly through the campaign
- The hero animation is now used globally as a flagship sales and marketing asset
- Significant acceleration in pipeline movement and commercial conversations