mission accomplished.
To launch the world's first handheld, battery-powered Xray detection system, we had to think big. AND small.
mission accomplished.
To launch the world's first handheld, battery-powered Xray detection system, we had to think big. AND small.
The Mini Z: the world's first handheld, battery-powered Xray detection system.
B2Me Insights
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.
Highly immersive experience that allows the user to perform missions with Mini Z.
Strategy
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.
Big Picture.
AS&E (American Science and Engineering) is known for large scale - and we mean really large - Xray detection systems.
Big Picture.
AS&E (American Science and Engineering) is known for large scale - and we mean really large - Xray detection systems.
small package.
Now imagine that technology miniaturized. It took them years to engineer a product many thought was impossible. Meet the Mini Z.
small package.
Now imagine that technology miniaturized. It took them years to engineer a product many thought was impossible. Meet the Mini Z.
The world's first handheld Xray detection device was going to be seen as big news (at least we hoped so). The target is a global audience who came up through the ranks as agents and officials and who's job it was to catch bad guys. Intuitively you might think that gadgets with new bells and whistles to 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 solution is not intuitive. What we found was something subtly different. And that's changed how we launched their new product, Mini Z.
:45 Teaser video released through social channels two weeks before product launch.
Above: select screens from the experience.
The Results.
“Since the Mini Z campaign launched, product inquiries have dramatically exceeded our expectations and awareness of our brand has never been higher.”
- Tim McCabe, VP, Marketing and Technical Sales, AS&E
The Results.
“Since the Mini Z campaign launched, product inquiries have dramatically exceeded our expectations and awareness of our brand has never been higher.”
- Tim McCabe, VP, Marketing and Technical Sales, AS&E
8%
Bounce rate
4.5
Average minutes spent on site