Highlighting the heroics of productive laziness.

Client

Seco Tools

Service

Demand Generation

Introduction

Smart only gets you so far.

Seco Tools’ range of exchangeable milling heads - X-Heads - offer a simpler, more streamlined way to machine, and they called on us to spread the word.

We created a multi-channel campaign running across 6 different countries that connected with our audience at each stage of the funnel: Awareness, Consideration, Decision.

The X-Head awareness campaign had outstanding results. The key objective was to raise awareness of the product and educate the audience on how the X-Heads can make machinists' lives easier, by transforming their work into something fast, flexible and sustainable.

Results at a glance:

535,107

Video views

8,477

Landing page visits

147

Marketing qualified leads

Campaign video

The hero campaign video gained over 500k impressions

The concept of productive laziness was inspired by the quote by Bill Gates where he famously advised to hire a lazy person to do a hard job, because they’ll find the quickest way. In the manufacturing industry, everything is ‘smart’. Automation and digital transformation is rife, so what makes X-Heads different?

Deep dive

This is the X-Heads way.

Challenge

Machinists actively seek more effective ways to produce parts, and suppliers are all too willing to help with smart solutions. With competition rife, and options galore, what makes X-Heads worth considering?

Concept

Our concept positioned X-Heads as the tooling range to not just make parts better, but easier, too - with less effort and energy, and more productive laziness.

Creative

The sleek and ultra-modern campaign framed around a snappy awareness video and a product webinar which tapped into the need to choose ‘simple’ when everyone else is choosing ‘smart’.

Saying no to 'smart' with Seco Tools

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