Challenge:
Ingersoll Rand's largest competitors had gotten out in front of them with new lines of industrial pneumatic tools designed to satisfy demand in the marketplace for ergonomic relief for assembly line workers. Ingersoll had always been the brand regarded as the industry standard in terms of quality and performance, but now this position was threatened by innovative competitive products.

There was a catch:  new ergonomic tools did not have the performance characteristics Ingersoll wanted to maintain. So they invented a new line of pneumatic tools that met demands both for production line quotas and workers' health and comfort - goals once considered mutually exclusive.

A successful re-staging of the Ingersoll brand was crucial for the survival of the Industrial Tools Division.

Strategy:

Comfort can also be competitive.

The only way to really break into this market was to make the "warm and fuzzy" issue of health and comfort a bottom line, production story. Marrying bottom-line benefits provided by combining the increased performance of these tools with their improved comfort and ease of use created a powerful communications message in the manufacturing sector.

The audience would be willing to believe Ingersoll was the company to make this happen if the communications found the right balance of message. 

Mintz & Hoke named the new tool line Q2 - quality squared/second generation Ingersoll/dual benefit - for comfort and performance and designed the campaign look and feel. We also developed a full-scale integrated communications plan.

We announced the new tool line with an ad campaign, supported by sales collateral and direct mail vehicles, as well as by a comprehensive web presence - including a full suite of selling materials downloadable and adaptable by an international sales force.

Winning Results:

• First year sales were 21% above sales goal.
• Chrysler purchased the full line, displacing the market leader.
• Q2 re-established Ingersoll Rand's credibility in the assembly market.