When Sandvik Mining needed to globally launch its range of continuous miners, they came to W Communication Agency. W was asked to support with the development of a creative concept as well as ideas for deliverables and channels for distribution.
The first phase of the project involved educating ourselves on the products, the application area, the target groups, key competitors, etc. W then developed and presented three creative concepts for the launch, as well as strategic and creative ideas for executing the launch. We wanted to create a concept very much rooted in the technical realities of the Sandvik Mining world. A concept that would appeal to the engineering mindset—a way of looking at the world that values no-nonsense explanations, and logical arguments backed by empirical evidence. An additional goal was to convey that not only are Sandvik Mining’s continuous miners top of the line and made with the best technology available, each machine comes with Sandvik Mining’s dedicated service support offer.
Thus emerged a creative concept we called THE MECHANICS OF… A campaignable umbrella concept connecting to the five key values our offering included:
A holographic symbol was developed in connection with each value to create impact and recognition in various commercial materials.
Sandvik has now launched its complete range of continuous miners globally with a concept that is not only visually differentiating from competitors, but emphasizes the real customer values that come with Sandvik Mining technology, machinery, and support.
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