Our brief was to launch the SRSS technology and support its journey to commercialisation with a funnel-based strategy.
Enteq Technologies acquired an exclusive license from Shell for its rotary steerable drilling system (SRSS). Rotary steerable drilling systems offer a major advancement in directional drilling with ‘point the bit’ and ‘push the bit’ technology, enabling a cleaner cut borehole than sliding a steerable motor. This is a transformation development, offering customers a mechanically simpler, more reliable, precise and cost-effective alternative to currently available technologies.
Developing the brand strategy was an essential first step in understanding the technology’s critical points of difference and the most effective messaging to target key audiences. We then developed a brand name for the technology that told its story both literally and figuratively: the SABER (Steer-at-bit Enteq Rotary) Tool.
Using the messaging, we built a targeted keyword list to optimise all campaign content with the aim of increasing organic online visibility. To tease the launch, we then announced the appointment of technology director Neil Bird, followed swiftly by the product launch to capitalise on audience interest via traditional and social media channels.
To sustain momentum, we are now crafting a paid LinkedIn campaign to amplify the organic release and developing a thought leadership on directional drilling to educate audiences.
Results we’re proud of
Pieces of top trade coverage including an interview with JPT
Increase in website traffic during the announcements
Increase in average session duration
All in the details
Top two stories in Google News for “directional drilling” in the two weeks following launch.
11.8% increase in users for the US and a 93% for China – two strategically important regions for our campaign.
One LinkedIn post generated 169 likes and 70 comments increasing impressions by 5k%.
Devising and delivering the launch of major new retail investment challenger brand
Introducing the company to the UK media and developing a compelling brand narrative to raise its profile
Building new links with key identified target media and diversify into wider vertical press
Launch of the SRSS technology, supporting its journey to commercialisation with a funnel-based strategy
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