TW was tasked to unveil the company's new process automation system — in a way that highlighted both its advanced technology and the fact that the technology evolved from more than 100 years of success in controlling some of the world's largest process plants.
The campaign focused on three related benefit messages: system reliability, improved operational insight, and future-proof architecture. Tiziani Whitmyre managed a fully integrated communications plan built around a core creative concept: the real-time informational capabilities of the new system enables better decision-making. It “changes everyone” and moves the industry beyond the information age to “The Age of Enlightenment.” The system was launched at the company’s global user conference. Campaign elements included brand development, trade show banners and graphics, email campaigns, a system brochure, motion graphics video, program materials, public relations, and print advertising.