IFS.ai Campaign Launch
Role: Creative Strategist & Senior Designer
In 2022, IFS had been a leader in AI-enabled software for industrial businesses for a number of years, but senior management felt growth could be better. The problem was that its customers - large industrial businesses - saw Al as a lightweight consumer tool good for text editing and image generation, but not for streamlining complex industrial processes.
At the same time, these businesses were responsible for 23% of total global emissions and looking for help. IFS felt certain that if they could encourage industrial businesses to embrace Al, and the thousands of efficiency gains it could uncover, it would be good for their brand, their business, their clients and the planet.
IFS decided to create a new category of software: Industrial Al. Step one was to encourage all their verticals to start to talk about the term “Industrial AI”, how it could add value and the ways it was different to consumer AI. Then, as the term began to take root, they launched a global brand advertising campaign making it clear that IFS was the global leader in this newly-emerging category called Industrial Al. Along the way, the campaign executions included firsts such as an innovative takeover of the Atlanta Plane Train, and the US’s largest ever sequential indoor airport billboard in Chicago O’Hare.
Since 2022 the results have been incredible. IFS has seen significant improvement across awareness, preference and ALL its tracked attributes. The brand has successfully repositioned itself from an enterprise software, to the leader in Industrial Al software. Analysts have awarded IFS accolade after accolade. IFS has won hundreds of new industrial customers from around the world. And the business results have been just as impressive, with IFS surpassing the lofty $1bn recurring revenue milestone in 2024.
