A point of difference in a crowded market
Process
Creative concept development
Campaign messaging framework
Digital asset design
The Challenge
Industrial-fan supplier Axair was looking to make a name for itself in a market dominated by big, impersonal brands.
Axair’s opportunity was clear. Original equipment manufacturers (OEMs) struggle to get the technical advice they need from major manufacturers. This leads to delays, frustration and poor decision-making.
Axair, however, had both the expertise and a willingness to help. They just needed a way to make this known to OEMs.
The Response
The Lesniak Swann team produced three campaign concepts for Axair stakeholders to choose from. They opted for the humour-driven ‘We’re Revolting’ route, which played on the double meaning of ‘revolution’ to highlight Axair’s expertise and superior customer service.
The campaign used punchy, self-aware messaging and striking visuals – featuring Axair’s own team – to build authenticity and engagement. We executed the concept across multiple digital and offline platforms, including email signatures, LinkedIn page headers and Google Ads.
