Case Studies
| Campaign | Product Launch MicroNet |
| Channels | Press Advertising / Direct Mail / Web / Giveaways |
Background
It is generally believed that of the six building control communication protocols currently available, only one or perhaps two will become industry standards. Most competitive building control systems can only operate on one protocol, but Satchwell's MicroNet solution can operate with most major protocols - protecting your investment if a particular protocol becomes redundant.
Task
To raise awareness amongst Consultants and key specifiers of MicroNet's inherent connectivity - 'choose a single protocol system that may be totally redundant in the future, or MicroNet, a multi-protocol system with its inherent bus-du-jour connectivity'.
Program
The 'Venus Flytrap' is renowned for the unforgiving way it deals with its prey - once caught there is no escape! The campaign used this analogy to represent the possible outcome of specifying a competitive building control solution, positioning MicroNet as the ultimate, risk-free solution.
The campaign comprised; a trade press advertising campaign utilising available front covers for impact, supported by a pop-out direct mail piece & giveaway mouse mats. All campaign elements directed respondents to the MicroNet section of the existing Invensys website where more detailed product information could be downloaded.
Response
The direct mail campaign generated an expected response of 2%, whilst hits on the website produced a 12% response.