NEC America had the hardware, software and people to compete by forming a new retail point-of-sale division. What they didn’t have was a brand, launch plan, or leverage to distinguish it from other well-known brands in the market.
With little time or money, and a legacy investment in trade shows to do the heavy lifting, the new group needed to announce its presence and prove its worth quickly.
IDENTIFY THE WHITE SPACE
An industry competitive analysis and brand archetyping process provided a relatable platform that competitors didn’t own—full lifecycle management. Using these archetypal human traits, we articulated positioning, developed identity and crafted sales materials for immediate impact, even before the product was completely ready.
STAND OUT IN A SEA OF SAMENESS
The last step was the most critical KPI—make an awareness splash. Instead of bulleting capabilities, Ignite released what NEC Global called “the most creative marketing we’ve ever executed”—a limited edition poster coinciding with the largest global POS event, NRF 14.
This project capitalized on the human compulsion to solve puzzles. Using simple, visual riddles, the introduction materials drove traffic in order to discover answers. Along with core messaging, advertising and sales materials, the campaign generated the momentum needed to propel Stanchion beyond its crucial first year.
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