Creative
Digital Platforms
Work
When IDEX Fire & Safety approached Wray Ward in 2021, the conglomerate was seeking a paid media campaign that would drive people to its website and build brand awareness with its target audiences — firetruck original equipment manufacturers, fire and rescue truck dealers, and end users such as fire departments and first responders.
IDEX Fire & Safety consists of 11 sub-brands that manufacture and sell a significant amount of the equipment used to outfit modern firetrucks and ambulances. While this offers customers an extensive catalog of fire and safety products, the company needed an advertising message that better encompassed how the IDEX Fire & Safety family of trusted brands works together to deliver comprehensive solutions that help customers manage complex problems.
To accomplish this goal, the team at Wray Ward immersed themselves in market research, seeking out insights about what drives the purchasing decisions of IDEX Fire & Safety’s target customers and how to reach these key decision-makers. This research informed a campaign that differentiated IDEX Fire & Safety in the fire safety and rescue equipment marketplace.
Delivering a Creative Concept That Heats up the Market
The result of that collaboration and hard work went to market in the summer of 2022, with IDEX Fire & Safety launching its new advertising campaign anchored by the tagline “Tame the Beast.”
The advertising speaks to firefighters and first responders. It says that IDEX Fire & Safety has the equipment to help them do their jobs and save lives — including their own. Every day, they face the beast of fire, and while they might feel alone, they aren’t because IDEX Fire & Safety has their back with industry-leading fire and safety products.
To bring this idea to life, the creative work also introduced a captivating image of a fireman staring down the menacing “face” of a five-alarm fire. Running in print and online, the ad quickly began to deliver on its goal of engaging people and driving them to the IDEX Fire & Safety website.
