WATERAX Watson Edition

Building appeal, shaping anticipation
Opening the valve for a next-generation product by bringing together inspiration, communication and collaboration
Create emotion and end-user buy-in to excite people about the new edition of an industry-leading product
What we did
Strategy, Branding, Design & Creativity, Web Development, SEO, Public Relations, Video Production, Photography
Our guiding strategy was to leverage the outstanding reputation of our client's MARK-3® pump. We also trained product ambassadors with the social media know-how to share their experience during The Watson Tour—an inspiring road trip across North America which took Zach, Alex and their dog Cooper to key American and Canadian stakeholders.
Tactics
Create outstanding branding for the MARK-3® Watson Edition pump, including:
- Logo and branding guidelines
- Booth design for tradeshows
- Tour van design (vinyl wrap)
- Print ads
Provide product ambassador support, including:
- Training (social and traditional media, presentation skills, etc.)
- Microsite to promote the tour and the new pump
Develop corporate communication materials, including:
- Multi-edition lifestyle and product magazine
- Backgrounder and fact sheets
- Videos, featuring animation and 3D visual effects
Results
Significant “wow” factor and enthusiastic feedback from a specific, targeted audience
Successful, multi-purpose, multi-audience use of the MARK-3® Watson Edition microsite
Great social media engagement, including:
- More than 17,000 views on Facebook
- Average of 2:26 minutes on website product video page
Ongoing expansion to meet marketing needs for new ranges of organic products
A natural sub-brand
As part of the lineage of MARK-3® pumps, the Watson Edition is a made-to-measure WATERAX sub-brand. We capitalized on this strong positioning to create an inspired look-and-feel and emotion which is contemporary while being squarely rooted in the existing brand's visuals.
Microsite
A combination of full-on inspiration and practicality, the microsite was designed to mirror the advanced technologies used in the Watson Edition pump. We were careful to create an exciting feel that didn't overwhelm the initiative's important communication intent: communicating a wealth of important product information and data. As part of the project, Comunika created a 30-second video teaser to reveal the Watson pump.
Platform & technologies
Public relations
Comunika's Public Relations team identified and engaged with key government stakeholders on behalf of WATERAX. We hosted a VIP reception during the Wildland Fire Canada conference in Ottawa, which involved event logistics, development of communications materials, inviting federal government stakeholders, and encouraging key opinion leaders / decision makers to attend.
SECURING ATTENDANCE
The 2019 edition of The Canadian Wildland Fire conference was scheduled right after the Canadian federal election. Leading up to the election, our strategy was to cast a wide net by reaching out to as many Ministers and Deputy Ministers as possible in order to have invitations registered and received. This would allow for post-election follow up. The event was attended by key industry leaders and decision makers who appreciated the opportunity to engage with WATERAX's team and discuss the history of the company as well as the launch of the Watson Edition pump.
Photo: WATERAX
Photo: WATERAX