Safety Optical Services
Multi-Touchpoints Customer Experience
"Space Age, Down to Earth" Product Launch Campaign: Branding, Advertising, Design, Digital, Retail Environment...
Challenge
SOS introduced a new line of industrial-strength Ultraviolet and Infrared Thermal Protection eyewear aimed at a wide range of industrial, safety, and tactical users. The challenge here was to make industrial gear look "cool" and fashionable, taking it to a higher level than other protective products.
SOS introduced a new line of industrial-strength Ultraviolet and Infrared Thermal Protection eyewear aimed at a wide range of industrial, safety, and tactical users. The challenge here was to make industrial gear look "cool" and fashionable, taking it to a higher level than other protective products.
Creative Insight
The new product launch campaign played on the use of space technology eyewear coupled with rugged and military-grade plastics and components. The multi-touchpoints campaign included a national advertising campaign in specialized eyewear and industrial occupations magazines, a micro-site, promotional t-shirts, emails, direct mailers, retail environment and event promotions.
Execution
Very early on, the creative decision was made to turn an otherwise utilitarian product, one originally designed as a basic safety and protection tool for workers, into a more glamorous and enticing item. Most advertising for safety goggle and other industrial items are hard, bland, and incredibly dull. This multi-touchpoints customer experience campaign turned the products into stars and gave them a much necessary aesthetic appeal by using fashion models wearing the products as fashionable items.
To reinforce that strong visual look and feel, a complete suite of direct marketing and in-store program was developed to create a point of differentiation from other manufacturers. Sleek and colorful packaging was designed - including eyewear cases, promotional t-shirts, and in-store merchandising - all reinforcing the space-age look and feel of the product.
Why It Works
An unusual concept for such a utilitarian product, the campaign turns simple safety gear into something fashionable and desirable, allowing one to stand out from ones colleagues by the acquisition of glamorous and fashionable eyewear. Even when working in an industry that requires the use of safety equipment, people still want to look their best, and this campaign speaks to that.
A dedicated micro-site was designed where end-users (distributors, retailers, suppliers...) could purchase the eyewear, accessories, and t-shirts, as well as download care instructions and videos.
Since the inception of the overall product launch, the overall User Experience was defined as the main driver for the initiative and influenced greatly the process, development and interactions between the multiple users and all facets of the campaign, whether online of offline. The methodology followed was highly iterative and collaborative with research, testing, development, content, and prototyping to test for quality results.
Strategy & Content:
• Competitor Analysis
• Customer Analysis
• Product Structure/Strategy
• Content Development
Wireframing & Prototyping:
• Wireframing
• Prototyping
• Testing/Iteration
• Development Planning
Execution & Analytics
• Coordination with UI Designer(s)
• Coordination with Developer(s)
• Tracking Goals and Integration
• Analysis and Iteration
Early on, a thorough Site Flow was developed in full collaboration with marketing, sales, logistics and management teams in order to address all possible known and potential unknown issues to make the flow as seamless as possible for all users accessing the site (Internal and external users) (Proprietary information has been removed and replaced with generic taxonomy)
Considering the wide range of multiple users accessing the site (external: end-users, distributors, retailers, internal: human resource, sales...) several distinct User Flows were developed in full collaboration with marketing, sales, logistics and management teams in order to make the user flow as seamless as possible for all users accessing the site, from Log-In Error to Password Retrieval process. (Internal and external users) (Proprietary information has been removed and replaced with generic taxonomy)
A total of 72 potential site pages were highlighted through the early discovery and lo-fi wireframe sessions with all stakeholders, from internal Log-In page to User-centric Testimonials page. (Proprietary information has been removed and replaced with generic taxonomy)
A total of 78 potential site micro-interactions were highlighted through the early discovery and lo-fi wireframe sessions with all stakeholders, from site search function to Error message display. (Proprietary information has been removed and replaced with generic taxonomy)
The product launch was designed as a fully integrated marketing initiative including national print ad campaign in trade magazines and retail environments.
The packaging for the high-end models - here the Tactical ZRX-05 - included the protective eyewear, storage and carrying pouch, lens cleaner, two lens fabric wipes, and two sets of interchangeable Infrared and Ultraviolet lenses.
Retailers, distributors, and wholesalers received in-store promotional items as a tie-in with the rest of the campaign.
T-shirts and other promotional items were produced for the launch of the new line of eyewear.
