The challenge
MachineMax is an equipment management platform that harnesses data to enhance decision-making in mining by optimising off-highway vehicles (OHV).
Having grown in size and scope, it now wanted to raise its profile as an authoritative margin booster and emissions reducer with UK and Middle East mining and construction decision-makers – however, the brand had little market awareness or share-of-voice, and its technical proposition was difficult to understand. Its recent decoupling from its founding partner also meant a distinct brand identity and personality needed to be established.
The solution
We sought to maximise budgets by focusing on earned media. This involved establishing a press office to increase audience understanding of the organisation’s work.
Over the course of nine months, we delivered tactics including regular executive profiling, a thought leadership programme and case studies. We also took every opportunity to demonstrate MachineMax’s ROI and leverage industry trends.
The result
MachineMax quickly became a recognised brand and thought leader within the UK and Middle East construction and mining industries.
The success of the campaign hinged on the development and delivery of a robust and straightforward PR strategy, which increased awareness of MachineMax, positioning it as a go-to partner for better mining and construction equipment management.
Other successes
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