Last year, with MODEX in our backyard, Stryten Energy’s marketing and communications team aimed to make a significant impact by building brand awareness and establishing Stryten Energy as a leader in the stored energy industry. Partnering with Stakeholder Marketing, our agency partner that helps us think outside the box, we decided to launch an ambitious ad campaign at Hartsfield-Jackson Airport, the world’s busiest airport. We wanted our name and branding to be seen by the thousands of people from the material handling industry who were arriving in Atlanta to attend MODEX.
After evaluating the available options, we identified the perfect strategic location: the arrivals area at the top the escalators from the plane train, where our brand message could reach over 300,000 travelers daily. However, just before installation of the ads, a temporary construction wall was unexpectedly placed in the arrivals area, obstructing the visibility and impact of the planned advertising. This challenge, however, turned into an opportunity to utilize the wall as a giant billboard as a compromise.
“Sometimes the curve balls you’re thrown give you the biggest opportunities,“ shared Melissa Floyd, Vice President of Communications and Marketing for Stryten Energy. “It turned out to be a once-in-a-lifetime chance to own the arrivals area with an ad placement that couldn’t be missed.”
Stakeholder Marketing quickly designed an impactful billboard that took advantage of the space and delivered the key messages we wanted to convey.
Our goal was for travelers to take away three key things as they passed by our ads: We’re Stryten Energy, we make darn good batteries, and Georgia is our home. The messaging continued via panels and column wraps that extended to the North and South baggage claim areas. “They were darn good ads, and you couldn’t miss us if you tried,” Floyd joked.
At the end of the placement period, the wall was removed, making Stryten the one and only company that was able to take advantage of this unique advertising opportunity.
The campaign received overwhelming positive feedback from customers that attended MODEX, stakeholders in the Atlanta business community and our own employees. The strategic placement of our ads at Hartsfield-Jackson Airport allowed us to achieve our goal of increased brand awareness and recognition. The Stryten brand message reached a vast audience, solidifying the company’s position as a leader in the stored energy industry.
As we head to ProMat in Chicago this year, we reflect on our campaign’s success at MODEX and the culture we are building at Stryten Energy. Our story at Hartsfield-Jackson Airport is more than just a testament to effective advertising, it reflects our ability to thrive on challenges and turn them into opportunities for growth and success, and we’re just getting started.
“At Stryten, we don’t shy away from challenging the status quo, in fact it is a part of our DNA, and sets us apart from our competition,” concluded Floyd.
We look forward to continuing this momentum at ProMat and showcasing our innovative solutions in the stored energy industry.
