New Campaigns

Client: Simmons, Richardson, Texas
Agency: Knape, Dallas
Creative Directors: Les Kerr, Paul Brandenburger
Copywriter: Brandenburger
Art Directors: Kerr, Dan Birlew, Pat Jones
As the agency itself admits, sometimes a client’s message may sound too good to be believed. That was the problem facing Simmons in introducing a radically cheaper, radio-based monitoring service for underground fuel storage tanks at gas stations and truck stops. Who would believe that the company’s Wilco system, ticketed at about $1,000, would do the work of conventional tank-gauge monitors costing a total of $35,000 to install and maintain? “We felt the only way to convince people would be to help them understand that Wilco is a radio-based system,” with no need to interrupt business or tear up concrete to utilize it, said agency president Susan Knape.