Emerson goes to extremes

摘要

Engineering company emerson last month rolled out new ads in its ongoing "It's Never Been Done Before" campaign that showcase solutions based on two customer stories. DDB Chicago created the ads, which feature Lukoil Group, a Russian oil and gas company, and NBN Co, an Australian telecommunications company. The budget for the latest wave of creative-including TV, print, online and outdoor-is estimated at $ 12 million. "It's Never Been Done Before" is part of Emerson's overall "Consider it solved" positioning. "With these customer stories, we want to show that we enable companies that are operating in extreme areas-whether they're hot, cold or far away-to conduct business 24/7, 365 days a year," said Emerson CMO Kathy Button Bell. She said the criteria for selecting customer stories are very stringent, as they have to demonstrate that the Emerson solutions being showcased have "never been done before," as the campaign name promises.