All work
Fire doesn’t wait
Gaining a 32% surge in sales with creativity and content marketing excellence
The quick take
Cobham Satcom, a leading technology and services innovator, needed to build market preference for its maritime fire-fighting radio. CBC developed a targeted content marketing campaign designed to influence purchase specifications, centred on hard-hitting video content and a thought-leadership whitepaper.
In just 12 weeks, the campaign generated 1,300 strong purchase signals and drove a 32% increase in sales, with conversion rates across the funnel exceeding expectations and delivering an ROI of 850%.
About Cobham Satcom
Cobham Satcom is a world leader in satellite and radio communications equipment. SAILOR, one of the company’s premium product brands, is known throughout the maritime industry for excellence in regulatory equipment. Its new SAILOR 3695 UHF Fire Fighter radio, an update of an existing radio, was developed specifically to take advantage of new opportunities created by a change in regulation.
Scope
- Creative campaign concepts and Value proposition
- Marketing communications plans
- Print ads and direct mails
- Social media content and promotion
- Lead generation and nurturing
- Landing pages and microsites
- Films and animations
- Sales literature and presentations
Nominated for:
Best product launch campaign
Best lead generation or nurturing campaign
Prospects were driven to a user-friendly landing page, helping Cobham to drive further engagement and track visitor data.
Challenge
New SOLAS Chapter II-2 regulations required vessels to adopt firefighting radios meeting updated safety standards by a fixed deadline, creating a global compliance-driven purchasing cycle. Yet the regulations left room for interpretation, allowing lower-spec products to claim compliance without necessarily delivering reliable performance in an emergency. Cobham Satcom therefore faced a strategic challenge: educating the market on the real safety implications while positioning its higher-spec SAILOR 3965 UHF Fire Fighter radio as the preferred choice.
Solution
CBC developed a strategic content platform designed to shape purchasing criteria rather than compete on price. By leveraging Cobham’s regulatory expertise, the campaign highlighted critical safety gaps left ambiguous in the SOLAS guidelines and reframed the discussion around real operational risk. This positioned the SAILOR 3965 as the credible, high-performance choice while encouraging shipowners to act ahead of the compliance deadline – shifting the market from minimum compliance to proactive safety leadership.
Challenge
Solution
New SOLAS Chapter II-2 regulations required vessels to adopt firefighting radios meeting updated safety standards by a fixed deadline, creating a global compliance-driven purchasing cycle. Yet the regulations left room for interpretation, allowing lower-spec products to claim compliance without necessarily delivering reliable performance in an emergency. Cobham Satcom therefore faced a strategic challenge: educating the market on the real safety implications while positioning its higher-spec SAILOR 3965 UHF Fire Fighter radio as the preferred choice.
CBC developed a strategic content platform designed to shape purchasing criteria rather than compete on price. By leveraging Cobham’s regulatory expertise, the campaign highlighted critical safety gaps left ambiguous in the SOLAS guidelines and reframed the discussion around real operational risk. This positioned the SAILOR 3965 as the credible, high-performance choice while encouraging shipowners to act ahead of the compliance deadline – shifting the market from minimum compliance to proactive safety leadership.
Designed as ‘quick-shots’ for use on social media platforms, teaser animations communicated specific benefits of Cobham Satcom’s new firefighting radio.
The campaign was also featured prominently on Cobham’s Twitter feed.
A brochure was written and designed to help sales teams to promote the new product with key information and messages.
“This product launch was significantly different from anything we’ve done in the past and represents an important milestone in our wider transformation towards digital campaigns.”
Daniel Breum,
Director of Marketing and Communications
Director of Marketing and Communications
