Acteon Group is globally renowned in the subsea market space. Fuelled by the changing market conditions brought on by the drop in oil prices, Acteon identified that their clients now need a more streamlined way of operating. It was time for a better service, with a broader range of service streams to maximise their operating efficiency.
They would launch a new service offering a joined up approach to the capex and opex challenges being experienced by the industry by bringing together the specialist skills and technologies of their specialist operating companies. This would form a new brand, offering a single point of contact for project management, not only reducing procurement time/ cost but streamlining project efficiencies.
We started at the very beginning, conducting a series of brand workshops, featuring qualitative and quantitative research purposely designed to determine the essence and the offer of this new model. We used our findings to develop a brand for this new service offering; one that could remain aligned to the parent Acteon brand, but different enough to create a clear message to the customer.
The brand name? Acteon Field Life Service (FLS). This definitive approach allowed the brand to take ownership of the market sector as a whole. We also set about developing a message structure, which incorporated a mission statement, company vision and value proposition. This enabled us to pinpoint key differentiators that Acteon FLS could take to market and bring its story to life.
We had a clear picture of the new brand, allowing us to develop a clearly defined tagline:
Armed with a new brand and messaging strategy and tagline, it was time to coordinate the launch of the brand in the marketplace.
This was executed seamlessly on 8 February, consisting of a press release sent to key trade and regional publications, a fully responsive landing page, a company presence on LinkedIn, targeted LinkedIn content, and a range of internal and external sales materials and presentations.
Acteon FLS is an exciting brand to be working with. We look forward to developing this brand further over the months and years ahead.
The response? Our client has been hugely positive with the service and support offered by Fifth Ring. The launch of Acteon FLS has also been well received by Acteon staff and customers alike. Our client reiterated the sentiment perfectly.
Internal feedback has been overwhelmingly positive and initial customer contacts have also responded positively to the approach and concept, quickly jumping to the next stage of enquiry.