Xylem / Flygt – Communication for monitoring & control systems. Xylem’s pump brands are well known globally. But few are aware of the company’s expertise in monitoring and control systems. This needed to change. Fast. The solution: dramatize how their pumps and control systems work “Even better together”.
Our client. Xylem is a global water technology company with operations in more than 150 countries, 12,500 employees and sales of around $4 billion. Our assignment came from their Monitoring & Control group, which develops software for such well-known pump brands as Flygt, Godwin, Bell & Gossett and Lowara.
Our assignment. Through its pump brands, Xylem holds strong positions in different markets for its water and wastewater technology. The Flygt brand is the clear market leader when it comes to submersible wastewater pumps for example. But few customers were aware of its expertise in monitoring and control systems. Our assignment was to develop high-level communications program that would give customers a reason to turn to them for this too.
What we did. Following a competitive analysis and workshops, we saw an opportunity for Xylem to tell a compelling story in this area. The main competition wasn’t other pump suppliers, but rather software manufacturers. But software companies have little knowledge of the steering requirements for equipment in the water and wastewater environment. In contrast, Xylem’s systems are optimized for rugged wastewater conditions and designed to communicate better with their own pumps.
Under the theme of “Even better together” we developed an awareness program consisting of online and offline tools for the sales teams and external uses. From films and digital tools to a digital game, the idea was to explain a complex topic in an easy-to-understand way. For this, we used real-life examples of where things really do work better together.