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ESCO has been shaping mining technology for over a century, delivering innovations that define efficiency, durability, and safety in the harshest environments. Now operating as part of The Weir Group, ESCO continues to push the boundaries of engineering with products that improve mining performance worldwide. Their newest innovation, Nexsys, is designed to take ground engagement tools (GET) to the next level, offering a lighter, stronger, more efficient system for cable shovels.
The challenge wasn’t just launching a new product. ESCO needed a comprehensive go-to-market strategy that would resonate with mining operators, maintenance managers, and decision-makers who rely on data and proven performance before making a change. Transitioning from an already successful product like Nemisys to Nexsys required education, trust, and a clear demonstration of value. Watson worked closely with ESCO’s leadership and global sales teams to craft a strategy that informed, engaged, and converted key stakeholders.
ESCO’s legacy is built on continuous improvement, and Nexsys needed to reflect that evolution. Watson conducted deep-dive workshops with ESCO’s leadership and global sales teams, gaining insights into what matters most to their customers. This wasn’t just about features—it was about overcoming industry resistance to change. Maintenance teams and mine operators needed proof that Nexsys could reduce downtime, improve efficiency, and lower the cost of ownership without disrupting existing workflows.
Through industry research, Watson identified the key barriers to adoption, including the reluctance of customers to switch from a product they already trusted. The messaging framework was built around three core ideas: performance improvement, ease of transition, and long-term cost savings. Nexsys wasn’t just a replacement—it was a measurable upgrade that would redefine efficiency in mining operations.
To support the product launch, Watson developed a full suite of marketing assets that positioned Nexsys as an engineered advantage for mine sites around the world. The campaign emphasized how applied science, real-world testing, and engineering expertise were shaping the next era of ground engagement tools.
A key part of the strategy was the development of a dynamic video campaign. Using Blender, Adobe After Effects, and CAD modeling, Watson created highly detailed, interactive visuals that showcased Nexsys in action. The video illustrated the precision of the full-cast lip system, the reduced energy needed for digging, and the seamless integration with existing mining equipment. This content was deployed across trade shows, digital platforms, and targeted sales presentations to bring Nexsys to life in a way that traditional marketing materials could not.
The campaign also included long-form digital content that went beyond standard brochures. Watson built interactive tools, website content, and technical documents that gave mine operators and purchasing teams the detailed data they needed to make an informed decision. Conversion-focused messaging helped move customers from awareness to action, addressing concerns about ease of installation, maintenance benefits, and long-term ROI.
The Nexsys campaign did more than introduce a new product—it set a new standard in mining technology marketing. The combination of visual storytelling, technical education, and strategic messaging allowed ESCO to position Nexsys as the future of ground engagement tools, helping customers see the long-term operational benefits of making the switch.
The response from the industry was immediate. ESCO saw an increase in customer engagement at trade shows, with a measurable uptick in inquiries about Nexsys. Sales teams reported that the digital content and interactive tools made it easier to explain Nexsys’s benefits, leading to stronger conversations with decision-makers. The video campaign became a core asset, allowing ESCO to present Nexsys with clarity and impact across global markets.
For ESCO and Weir, this project wasn’t just about launching Nexsys. It was about reinforcing their position as leaders in mining technology, driving innovation, and helping customers adapt to the future of excavation and loading systems. Through a strategy built on engineering expertise, customer insight, and powerful storytelling, Watson helped turn a product launch into a market transformation.
“Watson helped us translate complex engineering into a compelling story. Nexsys isn’t just another product—it’s the next step in mining innovation. This campaign gave our sales teams the tools they needed to engage customers with confidence.”
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