Background and Objectives:
Champion Compressors was a Melbourne based Australian company (now www.sullair.com.au) that designed and manufactured industrial rotary screw air compressors and was (still is) the market leader in Australia.
At the time heavy discounting in the Australian market by new industry players, meant that Champion Compressors was looking to protect its share of the domestic market and increase market penetration overseas.
With products designed specifically for harsh environments, and the ability to offer tailor engineered compressor solutions, Champion Compressors was looking to communicate these competitive advantages to its core target markets with a new “re-energised” brand and market positioning:
- Develop a new brand, positioning it for maximum opportunity in both the domestic and international markets.
- Develop an integrated creative and campaignable theme for all communication.
Industrial / Manufacturing Sector, Construction and Mining, Engineers
The following strategic steps were undertaken in conjunction with Champion Compressors marketing department to gain a deep understanding of the category and company position in it:
- SWOT, Customer Needs, Competitors’ Positioning & Communication Strategy Review
- Customer Benefits were worked out for the two broad market segments – Industrial and Custom Engineering. It was then decided to use the “flagship” capability of the Engineering division (Customisation) to “sell” the Standard (Industrial) Products and reap the benefits across the entire range, not dissimilar to a premium brand extension found in luxury goods from cars to fashion and accessories.
- Once the unique Champion Brand Personality was described and documented it became clear that the characteristics were ideal for a character / mascot;
- Bred for Australian conditions, Tough, Loyal, Smart, Fast, Effective, Hard working, and Protective.
- A brand mascot would provide Champion Compressors with a uniquely creative and campaignable platform, which would immediately achieve differentiation from competitors and form a bond with the target audience.
- The idea of using the quintessential Australian icon, the Blue Heeler to “embody” all of the positive brand traits was immediately accepted by the marketing department, which then bravely sought the approval and support from the company’s key stakeholders.
- The Brand Promise / Unique Selling Proposition was identified, a Market Position was decided upon and a new Positioning Statement was created, tested and approved: “Engineered for Tough Performance”.
- The Creative Strategy focused on utilising Champ-the Blue Heeler, in all communication, from website to business cards, in posters, advertisements and signage.