Fifth Ring's relationship with Expro is long-standing, dating back to 2003 and includes the transformation of the business from a house of brands to a branded house in 2007.
Having provided communications support for Expro for more than ten years, it was fitting that the company should ask Fifth Ring to support its 40th ‘birthday' communications campaign. In doing so, we highlighted Expro’s long-standing commitment and ongoing contribution to the energy industry.
I think Fifth Ring's approach is a more effective way of engaging, as part of a rounded approach to PR and communications
The pinnacle of the campaign was the company’s appearance at a series of major industry trade shows worldwide. At these shows we targeted key clients with branded goods in a memorable way, introducing a series of ‘birthday cupcake vans’. The vans toured the exhibition halls and surrounding hotels, giving out branded cupcakes and building familiarity and favourability on a wider scale.
Don't be fooled. This campaign was about far more than just sugary deliciousness. We used our strategic expertise to create a campaign that was truly engaging and effective.
At each event we planned and executed strategic PR activity, reaching out to influential journalists and strengthening Expro’s relationship with key media. In doing so we successfully created a ‘buzz', highlighting fun elements of the Expro campaign, while ensuring core messaging remained centre-stage throughout.
Simultaneously, we worked closely with Expro to transform the company’s Twitter and Facebook accounts, turning them from basic jobs feeds into hubs for stakeholder engagement. Positioning the company front of mind in this way established it at the centre of industry conversation and defined it as a thought-leader in its field.
In 2013, the 40th birthday campaign won a host of awards for the results it generated. These include platinum in the special event category and gold in the integrated event category, both at the 2014 Marcom Awards and best trade show campaign at the 2014 AMA Crystal Awards. It also received two honourable mentions at the 2014 Hermes Awards in the communications campaign and integrated marketing campaign categories.