The spot, “The Power of Water,” ran in 14 time slots during Olympics telecasts and spotlighted seven of JM Eagle’s top distributors.
“The goal of the campaign is to raise awareness of the role of water and its impact on people, both in the U.S. and internationally,” said Neal Gordon, VP-marketing at JM Eagle. “We wanted to show that JM Eagle is providing infrastructure and solutions for water transport.”
The TV campaign was developed by Badger & Partners, New York. The budget was undisclosed. The spot falls under JM Eagle’s tagline, “Building essentials for a better tomorrow.”
The campaign is aimed at engineers and designers in the architecture, engineering and building industries, as well as municipalities.
The TV spot talks about the importance of water in people’s lives and shows how JM Eagle is delivering water to millions of people every day. At the end of each showing, a different distributor is highlighted, along with its Web address. The featured distributors are: ACT, CED, Ewing, HD Supply, ISCO Industries, United Pipe and Westco.
“The spot is about the power of water, but it is also about the power of partnerships,” Gordon said. “We are really strengthening our relationships with our b-to-b customers. To be able to go to our top customers and say, ‘We are premiering this new ad on the Olympics and recognizing you as a partner in this very visible medium,’ is a very strong statement.”
The TV spot is the first execution in a broader strategic marketing campaign that will roll out through the end of this year and into next year.