GF AgieCharmilles’ “Urban Edge” Campaign

Obsession can be a good thing. Case in point is long-time dgs client GF AgieCharmilles’ ongoing obsession with developing the industry’s most advanced electric discharge machining (EDM), high-speed milling (HSM) and high-performance machining (HPM) technology. The challenge for dgs was to develop a means to communicate this obsession without ignoring the obvious need to communicate specific product features and benefits. Our strategy was to express GF AgieCharmilles’ obsession in a way that created interest by drawing parallels to other alternative, extreme and/or edgy pursuits of perfection. The result was the Urban Edge Campaign, which turned out to be one of the most talked about campaigns in the industry, an industry often characterized by somewhat stale and traditional messaging. The attention and interest generated by this campaign provided top-of-mind awareness during a very difficult recession in the manufacturing industry, and positioned GF AgieCharmilles to capture valuable market share as the economy recovered.