• Company B: Communications Challenge #11

    Communications Challenge #11:

    Engineers don't understand advertising.

    So, for Imbrium's Jellyfish™ storm water filtration product, we developed an ad campaign that sold externally and was appreciated internally. Sales went from a trickle to a deluge.

Imbrium Systems

Advertising Campaign

The Challenge

Imbrium Systems designs and develops storm water treatment products that protect our water from harmful pollutants. The company’s Jellyfish™ storm water filtration unit was a new and unique product that needed to be launched with a splash.

Imbrium had to please two audiences – and both were more receptive to hard data than to emotional pitches. The company’s own engineers had to buy off on the campaign. And the marketplace, also engineers, had to want to buy the unit. Our challenge: differentiate and capture the value of a new product when competing products are sold on specs and functional benefits.


Our Solution

Our ad campaign for Jellyfish™ took a dual approach, centred around the idea that small is beautiful. But in this case, the campaign demonstrated that small was not just beautiful aesthetically. It was beautiful functionally as well.

The Jellyfish™ actually eliminated smaller, finer particulates than its competitors – a significant practical benefit. Meanwhile, from an engineer's perspective, “small” takes up less of a footprint. And a small unit can be changed by hand, unlike the competing products.

The campaign made the engineers happy, set the product apart in the marketplace, and by speaking to aesthetics, turned those giant concrete cisterns under roadways into something attractive. And no matter who you are in the company, there's nothing more beautiful than a competitive advantage.