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Air Products

Making a stronger case for switching welding gas.

The brief.

Welding is an integral part of many manufacturing processes. But with constant pressures on margins and costs, businesses can easily overlook the benefits of specialist gases such as Air Products’ Maxx Gases range, settling instead for a cheap, tried and tested all-rounder, argon. But the truth is, Maxx Gases offer the optimum mix for each job, improving weld quality, increasing productivity by up to 30% and ultimately proving more profitable. All Thrive had to do was convince welders that it was worth switching…

What we did
  • Strategic planning
  • Integrated campaigns
  • Online marketing
  • Design
  • Direct marketing
  • User experience
  • Website and apps
  • Video and animation
  • Out-of-home advertising

Illuminating insights

Before pen went to paper, it was important to fully understand why the benefits of Maxx Gases were being ignored. We carried out detailed research with individuals and businesses, eventually settling on four different ‘personas’ based around the different mindsets and showing us exactly who we should aim our campaign at. Anchored in ‘Looking at the Bigger Picture’, that campaign built a powerful pitch around each of the Maxx Gases benefits – less spatter, fewer rejects, higher quality and most of all, improved productivity.

The Bigger Picture strategy has been embraced across all of our communication on Maxx Gases and is really generating the results we hoped it would.

Alison Smith, Product Manager, Air Products

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