Parts campaign

Summary

Emhart faced a clear challenge. Genuine spare parts should deliver strong revenue, yet many customers were choosing cheaper copies that reduced profit, increased lifetime costs and put machine safety at risk. The task was to remind end users why original parts matter.

ArmstrongB2B® created an education-led campaign built around the idea that original parts prescribed by Emhart offer the same reassurance as medicine from a trusted doctor. By drawing on the strength of the Emhart brand, the message positioned approved parts as the only reliable choice.

The creative showed parts packaged like medical products to reinforce their value and credibility. Through trade advertising, email activity, press coverage, social content and refreshed packaging, the campaign strengthened confidence in genuine Emhart parts and encouraged customers to choose them as the safest and most effective option.

Bucher Emhart Glass
Parts Campaign

Challenge
Spare parts for any machine builder should be a huge part of the revenue. Many OEM brands face fierce competition from local in-country manufacturers of spurious parts. This erodes profits and compromises revenue. OEM parts are original, designed and specified to operate at the required performance. OPEX is always under pressure from end users looking to reduce costs. Yet fake parts can stop production, be more costly over the lifetime of the machine and compromise safe working conditions. It called for a communication strategy to reinforce why end users should use original parts.

Strategy
There are many reasons why fake parts are sought by customers. Speed, cost, convenience. After a great deal of analysis, we felt the need to educate end customers on the importance of using parts approved by Emhart. One of the finest industrial brands in the world, it is envied and admired by the glass industry, giving customers comfort and confidence. ‘Original parts – prescribed by Emhart’ are no different than the medicine prescribed by your doctor. Approved by a leading and trusted brand, they are the best choice for your machine.

Creative
To visually support the campaign line, parts were featured in medical blister packs, vials, medicine jars and capsules. These representations aimed to convince end users that genuine Emhart parts are the only parts that should be used on machines. The campaign consisted of trade ads, email marketing, press features on the importance and benefits of using original parts, social media posts and an updated packaging design in keeping with the new style.

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Glass Machinery Campaign Development CGI Copy Creative Design Digital Advertising Print Advertising Product Marketing Sales Enablement Social Media

Challenge

Spare parts for any machine builder should be a huge part of the revenue. Many OEM brands face fierce competition from local in-country manufacturers of spurious parts. This erodes profits and compromises revenue. OEM parts are original, designed and specified to operate at the required performance. OPEX is always under pressure from end users looking to reduce costs. Yet fake parts can stop production, be more costly over the lifetime of the machine and compromise safe working conditions. It called for a communication strategy to reinforce why end users should use original parts.

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Strategy

There are many reasons why fake parts are sought by customers. Speed, cost, convenience. After a great deal of analysis, we felt the need to educate end customers on the importance of using parts approved by Emhart. One of the finest industrial brands in the world, it is envied and admired by the glass industry, giving customers comfort and confidence. ‘Original parts – prescribed by Emhart’ are no different from the medicine prescribed by your doctor. Approved by a leading and trusted brand, they are the best choice for your machine.

Creative

To visually support the campaign line, parts were featured in medical blister packs, vials, medicine jars and capsules. These representations aimed to convince end users that genuine Emhart parts are the only parts that should be used on machines. The campaign consisted of trade ads, email marketing, press features on the importance and benefits of using original parts, social media posts and an updated packaging design in keeping with the new style.

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