Creative Services Case Study

Background:

Fun fact: What most people call “gas pumps” are actually just dispensers — they’re not pumping anything, per se. The pump itself, rather, is housed underground at modern fuel sites. Veeder-Root manufactures computing devices and underground equipment for fueling sites, working with their customers to improve their products and processes by providing critical information when it’s needed most.

The Challenge:

Sump tanks are subject to a number of harsh factors that can lead to corrosion. This corrosion not only affects the useful life of the in-sump equipment, but also the ability of contractors to service the equipment. Veeder-Root has developed several options to help their customers prevent corrosion, but they first needed to educate the audience on how corrosion occurs before they can determine the right solution for them.

The Challenge:

Sump tanks are subject to a number of harsh factors that can lead to corrosion. This corrosion not only affects the useful life of the in-sump equipment, but also the ability of contractors to service the equipment. Veeder-Root has developed several options to help their customers prevent corrosion, but they first needed to educate the audience on how corrosion occurs before they can determine the right solution for them.

The Strategy:

Veeder-Root provided us with all of the background on corrosion and the three main factors that cause it. They also gave us the skinny on their solutions and which factors they fight against. The first decision made was to develop a 3D model of a sump tank and in-sump equipment. This model could then be shown with or without corrosion and with different products. Then we worked on copy, creating headlines like “Combat Corrosion” that would help convey the seriousness of the issue as well as the solutions being offered.

The Strategy:

Veeder-Root provided us with all of the background on corrosion and the three main factors that cause it. They also gave us the skinny on their solutions and which factors they fight against. The first decision made was to develop a 3D model of a sump tank and in-sump equipment. This model could then be shown with or without corrosion and with different products. Then we worked on copy, creating headlines like “Combat Corrosion” that would help convey the seriousness of the issue as well as the solutions being offered.

The Strategy:

The primary focus of the campaign was a custom landing page that would lead the customer through the journey from problem, to possible solutions, to the solution right for them. This landing page links to other product pages and assets that give more background and information on the products being offered as well as an e-book with more in-depth info on corrosion.