Engineering company, Instron, were excited to announce the launch of a new product: the ElectroPuls® E20000.
This was a long awaited product which both added to their family of dynamic testing machines, and expanded its capabilities.
The open-ended challenge was set to create Coming Soon and Launch campaigns that would spread the word of the new and impactful arrival into the materials testing world.
Web Design
Starting with the website, I knew we needed to add the new product into the family page, and also update the branding to give it a fresh look and feel.
There was a lot of information, so I broke it down into their existing categories of 'Simpler, Smarter, and Safer' which would help explain the features using a more bite-size method. Links and videos were provided to give the viewer the option to go more in depth.
In order to not allow the new model to simply disappear into the family page, I found a way of highlighting it in the header image – using a 'NEW' animated GIF banner.
Coming Soon Webpage
Before we could launch the new product, I thought it was important to raise awareness of its upcoming prescence, and so introduced a teaser landing page on the website.
This was first introduced to existing ElectroPuls customers, who could access the secret page via the emailer they received.
Emailer Design
I built a simple emailer design using HubSpot which would quickly raise awareness of the product using the bold Instron red and by highlighting the new product features.
The icons would link perfectly into the datasheet which was launched later – consistent throughout the customer's journey – whilst the photo of the product was purposefully cropped so as to hint at a 'reveal' without showing the whole image.
Full Brochure Design
Much like the website, the existing ElectroPuls brochure was requiring a large content update by introducing the new product, and a style refresh; making each page a new experience.
Each spread was thought about in detail; applying thought to the layout, typography, iconography, photography and use of colour.
I also organised a photoshoot of a diverse group of engineers to further advertise the use of the product.
Direct Mailer Proposal
Something that didn't end up being produced but I am excited to share is some proposals for direct mailers.
Because our audience was largely of a generation that would have less of an online prescence, I suggested we produce some unique direct mailers that would reflect the new product. I created three very different designs which would have varying printing costs. These were generated before we had decided on the bold red theme.
Unfortunately due to the pandemic, it was ultimately decided that we would scrap the idea of using direct mailers due to lack of customers being in the office to receive them.
Datasheet
For every product, I created a datasheet to give an overall summary, highlight features, and on the back, outline the product specifications.
Magazine Advertising
Always targetting the market, I created a specific ElectroPuls E20000 advert which was featured in M&MT magazine.
Merchandise & Exhibition Design
Instron is a frequent exhibitor at conferences, and here was no expection. Once pandemic regulations allowed it, Instron had a stand at Advanced Engineering to show off the new dynamic testing product.
I created the backdrop design, making sure to highlight the new ElectroPuls E20000, whilst ensuring we equally shared the spotlight with a new static machine from another department. I also created an exhibition wall for our sister company, Buehler, who were also exhibiting alongside us.
For further promotion, I created us some simple branded merchandise which would push the product name further. The red bags were a particular success, hosting all the necessary literature, whilst subtly providing advertising all around the conference as people wore them on their shoulders.
Video
The video was the final success of the campaign. Completed on a very tight turnaround due to the product being worked on, I built this video in record time, highlighting each of the important features.
I later worked with a translation company to translate the video into a handful of our '80' languages, and advertised both on social media and the website.
Installation & Training Video
I also created a series of internal videos which would instruct service engineers on the installation not only of the product, but of other accessories, such as the protective guard which was built for this specific product.
I spent time with the engineers shooting the use of the product, recording voice overs and animating diagrams in order to create a clear set of instructions to follow.
Social Media Animations
Continuing the bold Instron red theme, I built a series of animated GIFs for social media use, each of which focusing on an individual feature of the new product. In order to keep things flowing, I ensured each one seamlessly looped back to the start.
The Result
Despite the launch being during the pandemic, the campaign was a huge success, with the new product raising over $1.7 million in sales and reaching more than 3,000 contacts.
