Unleaded had done a remarkable job rebranding Key Energy Services in 2006 after they had a change in their management. The tagline “Performance is Key” was developed, extolling the virtues that define Key’s positioning: people, equipment, training, technology and safety. These are great messages to push out, but were they truly resonating with the oil patch?
While serving as Creative Director at Unleaded, and working in tandem with our AE David Falloure, we shifted the marketing focus from chest thumping to harder working messages. Rather than talk down to our audience from 30,000 ft., we got down to ground level to show how Performance is Key.
This tactic breathed more life into the brand. Addressing the advertising in this manner allowed for a natural extension into more technical marketing. When we began demonstrating that Performance is Key, they yielded higher marks in the readership surveys and increased web site traffic.