Company Announcement - Sandvik Materials Technology has received recognition for ‘Advertisements of Greatest Interest’ from NACE International, acknowledged globally as the premier authority for corrosion control solutions, based on a survey of its own worldwide membership. The ‘AD Q study of Materials Performance’ assessed how readers of Materials Performance, the official publication of NACE International with a circulation of over 34,000 across more than 130 countries, responded to advertisements with feedback on what captured their attention.

Sandvik’s ‘fish’ advertisement depicts a beastly aquatic creature alongside the slogan ‘Ugly challenges, beautiful possibilities’. It was designed to promote the manufacturer’s advanced corrosion resistant alloys and other high-performance materials for offshore oil and gas applications including for tube, pipe, wire, welding products and hot isostatic pressed products. “The recognition by NACE International is great news for Sandvik and confirms that our bold and innovative ‘fish’ global advertising campaign has captured the industry’s attention and imagination,” said Daniel Lindstrom, Global Marketing Communication Manager, Product Area Tube, Sandvik Materials Technology.

The study scored companies based on the opinions MP Magazine readers ‘who buy or specify the advertised product’. Of those surveyed, 37% recalled seeing the advertisement, just below the 39% average, while 17% recalled reading the advertisement against a 21% average. According to NACE International, 88% of MP Magazine readers have a role in product decisions. Comments contributed by anonymous study participants included praise for Sandvik’s “good expertise in corrosion resistant alloys (CRAs)” from one scientist/researcher, and approval of the “nice design on the advertisement” from a consultant.

Another participant, a retired industry professional, commented that, “Corrosion of heat exchanger tubes can result in problems that require plant shutdowns, and the Sandvik ad indicates new materials are available that may mitigate future failures.” The recognition from NACE International is the second high-profile acknowledgement of Sandvik’s recent advertisements. In May, the revamped advertising campaign for Sandvik’s gasoline direct injection (GDI) fuel systems won the AdImpact™ Award courtesy of the Singet Ad Study, a sign that the automotive industry is impressed by Sandvik’s new advertising approach.

Daniel Lindstrom said, “Sandvik is very pleased with the recognition from NACE just one month after winning the AdImpact™ Award for our successful GDI campaign. We are very proud of the creation of our new advertisements and how they are being received.”