OEM-X Line Launch

Summary

Sulzer partnered with ArmstrongB2B® to launch OEM-X line, a universal service solution designed to provide OEM-level repairs, parts and upgrades for all pump brands. The campaign introduced a clear and compelling proposition, repositioning Sulzer as a trusted, low-risk partner for mixed fleets while challenging perceptions around cost and speed.

Sulzer
OEM-X Line Launch

Challenge
Sulzer is widely recognised as a premium OEM pump manufacturer and a trusted partner for servicing its own equipment. However, awareness of its ability to service non-Sulzer pumps remained limited.

Despite a global service centre network, advanced repair capabilities and deep technical expertise, many customers did not associate the business with cross-brand servicing. Where awareness did exist, it was often accompanied by perceptions that Sulzer is premium-priced or not the fastest option.

This created a barrier for operators managing mixed fleets, particularly in industries such as power, oil and gas, and processing, where speed, reliability and uptime are critical.

The challenge was to introduce OEM-X line as a credible and compelling solution for all pump brands, while addressing concerns around risk, performance and responsiveness.

Strategy
The strategy focused on clearly positioning OEM-X line as a high-authority, reliable service offering.

At the core was a simple and powerful proposition: uncompromised OEM authority for repairs, parts and upgrades, regardless of pump brand. This positioned Sulzer as a partner that delivers the same level of expertise and quality associated with OEM servicing, without limitation.

Messaging was developed around the real challenges faced by customers, including lack of OEM support, urgent repair requirements, efficiency improvements and changing operational demands.

By focusing on risk reduction, uptime and long-term performance, the campaign reframed Sulzer as a partner that can restore confidence and deliver measurable operational value.

Creative
ArmstrongB2B® developed a distinctive visual identity for OEM-X line, centred on the “X” as a symbol of transformation and cross-brand capability.

The creative concept brought this idea to life through high-impact visuals, showing the transition from worn, underperforming pumps to fully restored, high-performance systems. This visual transformation made the service offering immediately clear while reinforcing Sulzer’s technical authority.

A cinematic 3D teaser animation and launch film formed the centrepiece of the campaign, supported by CGI product stills and a suite of digital assets. Together, these elements created a bold and consistent visual language that captured attention while maintaining credibility.

All assets were developed with the customer in mind, ensuring complex service capabilities were communicated clearly, with a strong emphasis on reliability, speed and performance.

Results
The OEM-X line campaign successfully introduced a new service proposition while reshaping how Sulzer is perceived in the market.

By clearly communicating its ability to service all pump brands, the campaign expanded awareness of Sulzer’s capabilities beyond its own products. It also helped to challenge assumptions around cost and turnaround time, reinforcing the business as a responsive and reliable partner.

The result is a strong launch platform that supports ongoing engagement, strengthens Sulzer’s position in the service market and enables the business to capture new opportunities across a wider installed base.

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Engineering 3D Animation Brand Identity Brand Storytelling Campaign Development CGI Copy Creative Design Product Launch Sales Enablement Social Media

Challenge

Sulzer is widely recognised as a premium OEM pump manufacturer and a trusted partner for servicing its own equipment. However, awareness of its ability to service non-Sulzer pumps remained limited.

Despite a global service centre network, advanced repair capabilities and deep technical expertise, many customers did not associate the business with cross-brand servicing. Where awareness did exist, it was often accompanied by perceptions that Sulzer is premium-priced or not the fastest option.

This created a barrier for operators managing mixed fleets, particularly in industries such as power, oil and gas, and processing, where speed, reliability and uptime are critical.

The challenge was to introduce OEM-X line as a credible and compelling solution for all pump brands, while addressing concerns around risk, performance and responsiveness.

Strategy

The strategy focused on clearly positioning OEM-X line as a high-authority, reliable service offering.

At the core was a simple and powerful proposition: uncompromised OEM authority for repairs, parts and upgrades, regardless of pump brand. This positioned Sulzer as a partner that delivers the same level of expertise and quality associated with OEM servicing, without limitation.

Messaging was developed around the real challenges faced by customers, including lack of OEM support, urgent repair requirements, efficiency improvements and changing operational demands.

By focusing on risk reduction, uptime and long-term performance, the campaign reframed Sulzer as a partner that can restore confidence and deliver measurable operational value.

Creative

ArmstrongB2B® developed a distinctive visual identity for OEM-X line, centred on the “X” as a symbol of transformation and cross-brand capability.

The creative concept brought this idea to life through high-impact visuals, showing the transition from worn, underperforming pumps to fully restored, high-performance systems. This visual transformation made the service offering immediately clear while reinforcing Sulzer’s technical authority.

A cinematic 3D teaser animation and launch film formed the centrepiece of the campaign, supported by CGI product stills and a suite of digital assets. Together, these elements created a bold and consistent visual language that captured attention while maintaining credibility.

All assets were developed with the customer in mind, ensuring complex service capabilities were communicated clearly, with a strong emphasis on reliability, speed and performance.

Results

The OEM-X line campaign successfully introduced a new service proposition while reshaping how Sulzer is perceived in the market.

By clearly communicating its ability to service all pump brands, the campaign expanded awareness of Sulzer’s capabilities beyond its own products. It also helped to challenge assumptions around cost and turnaround time, reinforcing the business as a responsive and reliable partner.

The result is a strong launch platform that supports ongoing engagement, strengthens Sulzer’s position in the service market and enables the business to capture new opportunities across a wider installed base.

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