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Our assignment was to create a print trade ad campaign for TEC that would really stand out in business to business magazines and create some buzz for their specialized products made for the surface preparation and installation of tile and flooring. They wanted us to tell their story – how their complete system is scientifically engineered to help contractors work smarter and more efficiently without sacrificing quality. As a highly respected manufacturer of specialized products since 1957, TEC was starting to blend in and be taken for granted as a somewhat staid and older company. They really needed to do something bold and different with their advertising to play up their own new and innovative solutions.
We noticed that many of the ads in these publications all looked the same – usually very cluttered with lots of products and unbacked braggadocio claims. So, we decided to do just the opposite. We would call out competitors for their big talk and empty promises. And we would show how TEC lets their products and results speak for themselves. TEC’s products are proven to streamline the installation process through scientific testing. So they are able to offer less talk and more solutions that really work. You couldn’t help but notice our huge headlines which incorporated product surfaces – like wood, concrete and tile – within the lettering of the words. And we ended each ad in an equally bold way by saying…And that’s no bull. Because we’ve got working smarter down to a science.
These powerful, no-holds-barred ads really stood out in the publications and helped separate TEC from the competition. Contractors and installers started taking notice of TEC again and, more importantly, started ordering their innovative, scientifically engineered products that offered proven results. The campaign has been so successful that TEC has continued to use this bold “no bull” approach to drive their brand, especially when speaking to contractors and installers.