marketing media
Project Highlights
The Team
I was project lead designer of a small team of three. In addition to myself, there was a draftsman, and part-time photographer.
The Work
I wanted the campaign approach to be unique, as were the grinders, and to draw customers in. Understanding human psychology was paramount; specifically, to understand how to both intrigue and educate customers.
They were accustomed to getting parts like this:
And now they could get shapes like this:
The premise of my marketing theme was to create intrigue: "Open your mind" to new guidewire design opportunities, using the new core wire shapes we could offer. The customer was presented with a closed box with a carefully crafted tease question encouraging them to open the box.
Upon opening it, the customer was presented with a sheet answering the tease from the cover: "...well ever" which led into what the machine could offer.
When the sheet was picked up, the contents of the box were wrapped in shiny black tissue paper symbolizing magical undertones. The wrapped tissue paper was sealed with a gold star to signify premium service and first place. The tissue paper was a deliberately designed additional layer of intrigue. After opening it they were presented with a book.
A box of sample ground parts were attached to the front cover in full view. The idea was to demonstrate that we are not just making a statement; we had the ability to do this type of work:
The customer could look at the wires under a microscope and check them out. Seeing is believing.
One Example
When you open the book the first page spelled out "Think outside the box".
The next few pages were ideas of what could be ground and how the results could be utilized in a guidewire.
The book contained five different sample design with photos and CAD to show different shapes.
Setbacks and Revisions
The photography was challenging due to the miniscule size of the parts.
Additionally, as expected, the books were expensive to produce even with us doing the assembly. Care was taken in the selection process of who would receive the book.
We considered creating an additional cheaper version for wider distribution.
Success
In the end, the project was a success and well recieved and remembered due to its unique style, which was the intention.