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Reinforced Earth Company Ltd. (RECo) work in the civil engineering space and are already very popular for their unique retaining wall technology. However, RECo wanted to bring awareness to another lesser-known product that they offer—The TechSpan precast arch. A precast concrete structure that through a variable form can be designed to site specific dimensions. This is a capability that is not usually achievable by precast forms. After discussing the many benefits of TechSpan with the client we pinpointed that this variable form technology would be the main focus for the campaign. TechSpan arches are always the perfect fit for any short-span bridge.
After creating an image that illustrated the versatility of the TechSpan arch in a way that would resonate with Consulting Civil Engineers we began to execute a multi-faceted advertising campaign. Utilising the social media platform LinkedIn, we were able to get our message and creative in front of the right audience with a campaign that featured both static and video ads. Another piece of the campaign was to take existing TechSpan material and create an informative brochure that would ultimately accompany an issue of CIVIL Magazine, a popular read for those in the industry. This issue would also feature a full-page ad on the inside front cover, and an editorial piece about precast arches—all designed to bring TechSpan brand awareness.
LinkedIn, the brochure, and the full-page ad all directed readers towards a landing page that allowed prospective buyers to fill out a form from which they would receive a TechSpan catalogue of optimized shapes—and in turn become a lead for those at Reinforced Earth.
A refresh to existing material to create a stronger brand look for the TechSpan product, as well as expand on the theme of the campaign “the perfect fit”.
This ad campaign ran for a year, and really confirmed the importance of having powerful creative that has been created specifically to a client’s needs. As the campaign progressed the creative that we created consistently had the most interactions—with likes and shares on the LinkedIn platform through the civil engineering community.
Both the LinkedIn campaign, and the brochure were pointed at this landing page. The end goal was to have a prospective buyer fill out a form from which they would receive a TechSpan catalogue of optimized shapes—and in turn become a lead for the team at RECo.