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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

 

JCI-System-350-Main-thumb
Poster

 

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Point-of-Purchase

 

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Print Ad II

 

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Print Ad III

 

An Answering “Lead” Shot…

Lead-free-Ad-8-11-mediumAll is fair in love and war.

Lead in drinking water. It’s a big deal; rather reducing and eliminating lead content in potable (drinking) water plumbing products is now a federally mandated big deal here in the United States.

A Badger Meter competitor had launched a full-out media campaign proclaiming that said competitor had the only lead-free water meter on the market. This is simply NOT true. Badger Meter has, in fact, several low-lead and lead-free products on the market.

The Answering Volley

Position Badger Meter as THE thought leader in lead-free initiatives.

The Campaign

Lead-Free White paper – Outlines current and pending lead-free legislation

Engineered Polymer Meter White paper – Examines superior design and durability aspects of the Badger Meter engineered polymer (plastic) meter

Utility quick reference guide – Highlights legislation, effective dates, and states effected

Press release – Announcing availability of white paper, quick reference guide and website

Trade advertising – Full page print ads and online display ads

Website section

Major industry conference technical session presentation – Conducted by the marketing manager/subject matter expert. Content was manufacturer agnostic. All session feedback praised the marketing manager for her objectivity and factual presentation.

Trade show branding – Major translights carried the campaign graphic/branding

Sales channel education and sales tools – Included white papers, quick reference guide, FAQ and a modified copy of the technical session PowerPoint

The Result

Except for a section on the competitor’s website, their guns went silent within three months of launching the Badger Meter campaign.

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