Twenty-five years ago, Copeland (now Emerson Climate Technologies) launched an industry-changing technology, the Copeland Scroll compressor, which greatly increased the efficiency of home air conditioning and commercial refrigeration systems and almost immediately became industry-standard technology. In the last 25 years, Emerson has produced 100 million Copeland Scroll compressors. To highlight its industry leadership, Emerson wanted an innovative global program to celebrate the 100 millionth production milestone and 25th anniversary of Copeland Scroll technology.
To reach this goal, Fahlgren Mortine developed an integrated program around turning compressors into art (think Chicago cows, Cincinnati pigs) that incorporated social media, trade shows, media relations, customer communications, and online advertising. As part of our comprehensive planning for the painted Copeland Scroll compressor program, we looked at engaging the following audiences.
This program was unlike anything that Emerson had ever done, and the results were outstanding.
The painted Copeland Scroll compressor program generated 135,000 votes on Facebook, along with comments in four languages, rallied employees and served as a focal point in trade shows around the world.
This program was recognized as the Best Use of Facebook by BtoB Magazine's 2012 Social Media Marketing Awards.