The primary frustration among CMS Cepcor’s target audience – particularly in the UK and other key regions – was the long wait times and lack of responsiveness from OEMs. This delay often leads to significant operational downtime, which can be extremely costly in the mining and aggregates industries. CMS Cepcor’s original platform positioned the business as ‘just another’ spare parts company as it was competing with other spare parts businesses. This meant it was in a saturated market with no real visibility despite its reputation for quality parts and a quick turn-around.

SLG developed and delivered the research and strategy to discover that CMS Cepcor could ‘own’ the spare parts market in this sector by repositioning the business to compete against OEMs rather than other spare parts businesses. With high-quality products fully in-stock and manufactured on-site, and with a response time within just 24 hours, the OEMs couldn’t compete.

To capitalise on this insight gathered from our research and strategy workshops that led to a repositioning of the business, we developed the ‘Wait for Nothing’ campaign concept, which directly addressed the need for speed and reliability in the response of ordering spare parts.

The campaign result was a simple, tongue-in-cheek solution that ruled out the need to wait for lengthy periods of time to procure and receive an order – wherever in the world the part needed to be. The creative became a series of ads featuring a customer ordering for the first time and then experiencing the speed at which CMS Cepcor processes, packages and despatches its products – arriving to site, out of the blue, and in a multitude of scenarios.