Ingersoll Rand

IR tools had an issue with brand awareness. Young mechanics and maintenance technicians, without the typical paths to purchase, didn’t really know a lot about IR — and the old guys don’t share tools (or knowledge) willingly.

Our insight showed that IR Tools work as hard as the people that use them, so to reflect that we developed a new greasy, gritty campaign with the tagline “Real Tools for Real Work.” Then we got busy creating online content to hit the next generation of master mechanics where they actually shared ideas and project info.