FR3™ Brochure

FR3 Fluid Brochure

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TAKING AIM AT THE C-SUITE

Our client, Cooper Power Systems, developed a revolutionary new seed oil-based dielectric called FR3 fluid. Made of soy beans, FR3 fluid is virtually inflammable, completely biodegradable and proven to extend the life and performance capabilities of power and distribution transformers.

These are compelling benefits, and Cooper needed to communicate them to the utility industry, starting at senior management levels. Our integrated campaign included a “C-suite” brochure designed to sell the concept and multiple benefits of FR3 fluid to an audience of risk-averse senior managers. Copy was brief and the photos were eye-grabbing. Our main message: the benefits of this new fluid are so compelling that they require you to act now.

Our strategy was to create top-down interest that would translate into preconditioned acceptance when our sales force came calling at the operations and standards levels. It’s been working. Research shows that since our campaign began, awareness levels within utility management have gone from near zero to over 60%. More importantly, sales of FR3 fluid have been steadily increasing.

BROWSE OTHER COOPER CASE STUDIES:
FR3 Interactive CD
Regulator Literature Series
DV 2010 Membership Recruitment