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Leveraging from a master.

JCI-System-350-Main-MediumI used DaVinci’s “Creation” as the inspiration for this campaign image. The Johnson Controls System 350 modular HVAC control system was a new concept for the North American market. Initially introduced in Europe as the System 27 (in a a slightly different configuration), the System 350 was the first HVAC control system that allowed users to add functionality as needed. Building owners and managers finally had a flexible, easy-to-use electronic HVAC control solution.

To illustrate how simple System 350 was to install and use , a clear, concise photograph of  the “hand of God” adding  a module to an already functioning system was employed.

Note the DIN rail. This was one of the first uses of the construction staple in the United States and, therefore, we needed to introduce the concept of using a DIN rail to organize and mount System 350.

The campaign and subsequent product launch were wildly successful. Additional functionality was engineered and introduced, each using the same concept to alert target audiences to the product’s availability.

I think Leonardo would approve.

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Brochure

 

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Print Ad

 

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Envelope Stuffer

 

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Trade Show Direct Mail

 

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Poster

 

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Point-of-Purchase

 

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Print Ad II

 

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Print Ad III

 

The ad that brought in a $10 million service contract.

JCI-WS-News-Ad-MediumPlacement: The Wall Street Journal, Forbes, Fortune, and BusinessWeek

The year: 1989. The WSJ was still only running black and white content and online content was at least 10 years in the future.

The story: Introduce a new Johnson Controls service business on a limited budget. World Services was a recent acquisition formerly known as Pan Am World Services. They managed facilities like Cape Canaveral Air Force/Naval Base, Kennedy Space Center, Stennis Space Center, Johnson Space Center, Los Alamos Laboratories…you get the picture.  I was able to wrangle a one-time media placement as part of the overall Johnson Controls C-Suite media buy.

The WJS ad hit. Several days later, I received a call from the national sales manager. They were bidding on an IBM total facilities management package. Apparently the CEO of IBM was catching up on the day’s reading, including “The Wall Street Journal,” during his train commute. He happened upon our ad…and the rest was history. The service contract set the tone for all future business. While a $10 million service contract seemed like a dream come true at the time, within two years, the business unit set a minimum of $10 million for all incoming bids.

My take: This was certainly not my most visually appealing ad, but the message, the visual and, most importantly, the placement all worked together to deliver results.

Marketing Commandment One: Know thy target market.

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