Launching the Future of Hydrogen Cutting.
How AIIMS Group helped Coregas introduce H2CUT to Australia’s industrial market through B2B performance marketing, educational content and end-to-end creative production.
Premium gases. A market-ready innovation.
Coregas Pty Ltd, part of the Nippon Sanso Holdings Group, is one of Australia’s leading suppliers of industrial, specialty and medical gases across Australia and New Zealand.
Its operations support manufacturing, mining, infrastructure, fabrication, engineering and healthcare, with technologies designed to improve productivity, safety and operational performance.
Coregas partnered with AIIMS Group to launch H2CUT: a hydrogen-based oxyfuel cutting solution positioned as a faster, cleaner and more commercially efficient alternative to traditional acetylene cutting.
One launch. One proposition. Multiple demand channels.
The launch system connected technical education, high-intent search behaviour, video demonstration and remarketing into one measurable acquisition framework.
National Launch
H2CUT introduced to industrial buyers across Australia.
Multi-Channel
Google, YouTube, LinkedIn, Meta, email and display.
Full Production
Video editing, voiceover, motion, banners and copy.
Education First
Proof-led content reduced technical adoption barriers.
Changing the behaviour of an established industry required more than reach. It required proof, education and commercial confidence.
The challenge.
Launching a product that asks an industry to reconsider decades of established behaviour is harder than launching a familiar product. This was not a campaign refresh. It was a category challenge.
Acetylene has long been embedded across fabrication workshops, steel processors and heavy industrial operations. Operators know it, trust it and have trained on it for years.
The campaign therefore needed to do more than create awareness. It needed to educate technical buyers, demonstrate measurable value and reduce the perceived risk of changing established workflows.
Campaign objectives
The right people. Not just any people.
Audience design centred on the people responsible for production output, safety, procurement, technical approval and operational change.
Decision-makers targeted
Cut faster. Cut cleaner. Cut smarter.
H2CUT is a hydrogen-based cutting solution developed through the partnership between Coregas and Messer Cutting Systems, including the dedicated hydrogen equipment solution HyCut.
Up to 20% Faster
Faster cutting and preheating improves productivity across suitable steel-cutting applications. Less wait. More output.
Cleaner Cutting
Reduced CO₂, NOx, dust, heat, noise and light emissions support a cleaner and safer working environment.
Measurable ROI
The commercial case focused on productivity gains, reduced labour requirements and operating efficiency.
Easy Integration
Positioned as an evolution of current workflows rather than a disruptive operational overhaul.
Zero Retraining
Existing operators can transition without extensive retraining, reducing adoption friction.
Lower Total Cost
When total operating cost is compared, H2CUT presents a compelling alternative to acetylene.
An integrated system. Not a one-off campaign.
Every channel was assigned a clear role, from capturing high-intent demand to proving the product through video and re-engaging technical buyers over longer consideration cycles.
Google Search
National campaigns captured high-intent users researching hydrogen cutting, oxyfuel systems and industrial steel-cutting solutions.
Display & Remarketing
AIIMS-designed banners increased awareness and re-engaged site visitors, with focus across NSW, Queensland and Western Australia.
YouTube & Video
Workshop footage was transformed through editing, animation, voiceover, text overlays, music and platform-specific formats.
Performance Max
Campaigns extended reach across Search, Display, YouTube, Gmail and Discover using custom image and video assets.
LinkedIn & Meta
B2B audiences were targeted by industry, professional responsibility and commercial decision-making authority.
Email Marketing
Coregas was migrated to Mailchimp to support structured education and product-introduction campaigns.
The acquisition system
Audience Targeting
LinkedIn, Meta and Google audiences by role and industry.
Video Education
YouTube demonstrations and side-by-side proof content.
Remarketing
Display and Performance Max re-engaged warm audiences.
Landing Page
Coregas H2CUT product and enquiry experience.
Email Nurture
Mailchimp sequences supported education post-enquiry.
Qualified Enquiry
Sales-ready B2B demand handed to Coregas.
The technology was shown. Not just described.
The strongest creative focused on genuine demonstrations: real cutting, real comparisons and measurable outcomes. Not advertising dressed as education.
One central proposition appeared consistently across every channel: Cut Faster. Cut Cleaner. Cut Smarter. No noise. No dilution. One clear message.
Technical B2B content does not go viral. Until it does.
Genuine side-by-side demonstrations and measurable outcomes carried H2CUT beyond traditional paid reach, introducing hydrogen cutting to hundreds of thousands of viewers.
Across paid and organic YouTube activity from February to April 2026.
Sustained attention from technical and industrial audiences.
The strongest demonstration assets drove the majority of campaign reach.
Near-complete watch-through on the highest-retention video.
The videos that moved the market.
| Video | Average View Duration | Views |
|---|---|---|
| Hydrogen vs Acetylene Cutting Speed Comparison | 0:20 / 69.4% | 157,054 |
| H2CUT OxyFuel Technology Cutting 40mm Carbon Steel | 0:36 / 91.3% | 133,955 |
| Coregas H2CUT 10mm Cutting Sample — H2 vs Acetylene | 0:39 / 98.3% | 54,356 |
| Coregas H2CUT Oxyfuel Technology 40mm Steel Test | 0:35 / 88.2% | 12,985 |
Proof sells where claims do not.
Industrial buyers are cautious. They are not moved by unsupported promises. They are moved by evidence they can verify, replicate and present internally when making a purchase case.
AIIMS built the campaign around that reality. Every asset was designed to reduce uncertainty rather than manufacture hype.
Side-by-side comparisons, genuine cutting footage and measurable outcomes gave decision-makers the confidence to consider a new operating standard.
Changing a category starts with removing uncertainty.
Coming to market in a global industry with a new product is never simply about competing against another brand. More often, you are competing against familiarity, habit and decades of established behaviour.
Our objective was not to convince the market through exaggerated claims. It was to remove uncertainty. Through genuine product demonstrations, targeted performance marketing and consistent communication across every platform, we showed decision-makers how H2CUT could fit into existing operations while offering measurable commercial and environmental advantages.
Even the most traditional industries are willing to embrace change when innovation is supported by proof, relevance and a clear commercial case.
Credits
Performance Marketing
Mel Kocoski & Julie Mansour
Video Editing
Ben Canning
Creative Production
Abby El-Adib
Industrial launch strategy, explained.
What was the goal of the Coregas H2CUT campaign?
The campaign was designed to launch H2CUT nationally, educate industrial decision-makers, generate qualified B2B enquiries and position Coregas as an innovation leader in oxyfuel technology.
Which marketing channels did AIIMS Group use?
Google Search, YouTube, Performance Max, display remarketing, LinkedIn, Meta, email marketing, creative production and a dedicated landing-page strategy were used as one connected system.
What results did the H2CUT video campaign generate?
From February to April 2026, the activity generated 375.3K total video views, 1.8K watch hours and a top average view percentage of 98.3%. The three strongest videos generated more than 358K combined views.
Why did demonstration content perform so strongly?
Industrial buyers need evidence they can evaluate and use internally. Side-by-side comparisons, real cutting footage and measurable outcomes reduced uncertainty more effectively than promotional claims.
Turn technical innovation into qualified demand.
AIIMS helps manufacturers, engineering firms and industrial suppliers build clear market positioning, high-quality content and measurable commercial growth.