The target is a global audience who came up through the ranks as agents, officers and officials whose job it was to catch bad guys. Intuitively you might think that cool gadgets that help them do their job would be appealing. And that's exactly how competitors sell to this audience. As is so often the case, the answer was not intuitive. What we found was an important psychological insight.
The audience told us about their intense passion and sense of responsibility for protecting their countries. The true definition of mission-driven. So we decided to give them a mission. That's how we launched their new product, Mini Z.
By creating an experiential 3D world where bad guys are up to no good, the audience got to fulfill their mission while using this new product. While "showing" is ok, there's just no substitute for "doing". And the audience couldn't get enough of it. It was effective as a website destination a touchscreen event attraction, and perhaps most important, a sales tool. Instead of sending sales people around the globe to sell a lower-priced product, they could take prospects through the experience remotely.