MWI needed a new ad campaign to showcase several new patented products and increase their brand awareness within the water moving industry. Rather than feature the units by themselves, we took a different approach with our solution and made a major benefit of each unit the focal point of the ad. The copy was geared toward key decision makers and purchasers, not just pump engineers. In doing so the ad has a much warmer, relatable feel. We also added a few new publications to our media buy that were not typical for the pump industry. The result was a dramatic increase in product inquiries from the year prior, and increased brand awareness.