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Client: IPAC
Project: Advertising campaign targeting purchasers
and decision makers of petroleum and additives products.
Situation: IPAC needed to present an overall improved,
professional image and raise its profile as an established, trusted,
global manufacturer and marketer of quality petroleum and additives
products among current and prospective customers and within the industry.
Solution: Adopt a "bigger doesn't mean better" strategy
based on insights obtained through customer research. Demonstrate that
while IPAC competes on the same level as its larger competition in terms
of product quality, competitive pricing, global reach and overall product
effectiveness, they can consistently beat them up on customer service,
relationships and responsiveness, every time.