The Big Idea: SAFE
Tell us about the client, Airgas.
Vann Morris, Account Executive: Airgas Specialty Products is a leading distributor of anhydrous ammonia and related services. They are a primary supplier of ammonia to the fast-growing market segment of power plants, oil refineries and other manufacturing facilities that require ammonia for nitrogen oxide removal. They also serve the metal treating, heat treating, chemical processing, industrial refrigeration and water treatment industries – and have for more than 100 years.
What were they trying to accomplish with this campaign?
VM: Airgas wanted to differentiate themselves from the competition in a positive way. They wanted to create a product brand identity, increase awareness, improve profit margins and gain credibility among prospective and existing customers.
How were the ideas for the campaign, called SAFE, developed?
VM: There is a yearly class that is required of personnel from all facilities using industrial ammonia products. It’s an OSHA requirement that covers ammonia safety precautions and procedures in the event of an ammonia release. Our client is qualified to administer such classes, and came to MLT looking for creative concepts for a table-top display to be used in the class. The client had already developed the name, SAFE, an acronym for Safe Ammonia Facility Education.
We spoke with the client and began to think about the target audience. They were EHS (Environmental Health and Safety) staffers -- mostly blue collar guys between the ages of 30-40. A subsidiary audience included early responders like police, firefighters and EMT. We thought about the hands-on nature of these individuals’ jobs and realized we needed more than just a table-top display; we needed an experiential element to the promotion that would get these individuals involved and engaged. We came up with safety-themed props that could be passed around, examined and discussed. One really cool prop was a shrunken dollar bill that had been exposed to anhydrous ammonia to show how it could affect anything with water – included paper. Another included ammonia inhalants that we passed around to remind them what they would first smell if there was a release.
What marketing materials were designed?
VM: Before anything could begin we had to develop the look, graphic standard, logo and tagline (Work Smart. Be Safe.) for SAFE. We then created the SAFE presentation, centered around a portable table-top display kit. This kit contained safety equipment and components that participants could see, touch and smell. As always, there were many requirements to fulfill: it had to be self-contained, quick and easy to set up and carry, fit inside the trunk of a car, be FedEx/UPS shipping compliant and cost less than $400 a unit. Since there was nothing off the shelf we could use, we came up with a concept and developed them ourselves. In addition to the display, the SAFE program was exceptionally difficult because it required ground up development from name to logo to copywriting to concept to production – and all in less than two months.
To appeal to the participants’ sense of accomplishment, we also designed “SAFE Trained” uniform shoulder patches, plus an additional “2007” patch below to encourage future participation by collecting as many years as possible. Safe Trained window stickers and posters were created to affix to participating facilities, along with a SAFE PowerPoint presentation, trade publication ads, brochures, vertical banners and “SAFE Trained” hard hat stickers.
How is this a good example of a B2B campaign?
VM: SAFE uniquely positioned ASP as the first distributor in their category to use a safety-themed program for a product feature, brand positioning and as a certification service. In addition to helping educate and certify customers and prospects, SAFE was also well received by public safety professionals, police departments, fire departments, hazardous material departments and EMTs. This generated positive PR in the form of third-party endorsements for ASP as the industry leader in public safety, and fulfilled on the objective to positively differentiate them from their competitors.
Why do you think it was so successful?
VM: When we were approached for a table-top display, we instantly stepped back and surveyed the entire issue at hand. A table-top display wasn’t the only thing needed – the client needed a brand developed, which included imagery, logo, copywriting, etc. We are able to take ideas and make them work because of our ability to step back and think strategy rather than just tactics. That is why this campaign was so successful. Further proof? For the 2007 fiscal year, “above commodity” margins reached 60 percent - exceeding the goal by 20 percent!
How did it feel to win the AMY Award?
VM: All I could keep saying was “I never knew how good it feels good to win!” I think that answers your question.
Back to interviews page.