Expro Turns 40

Client: Expro

Type: Special Event, Integrated Campaign

Expro asked 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.

Approach

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 a series of birthday cupcake vans. These vans toured the exhibition halls and surrounding hotels, giving out branded cupcakes and building familiarity and favorability on a wider scale.

At each event, we contacted influential journalists and strengthened Expro’s relationship with key media, successfully creating a buzz and highlighting fun elements of the campaign while ensuring core messaging remained center stage.

Simultaneously, we transformed the company’s Twitter and Facebook accounts, turning them from basic job feeds into hubs for stakeholder engagement, positioning Expro at the center of industry conversation and defining it as a thought leader in its field.

Results

The 40th birthday campaign won a host of awards for the results it generated. These include two 2014 Marcom Awards, and AMA Crystal Award and two honorable mentions at the 2014 Hermes Creative Awards.