MAKE A BIG BUZZ.

BlackWing Creative developed launch strategy and creative execution for Fluke’s new line of thermal cameras, aimed at residential energy audit contractors and industrial maintenance technicians.

The campaign strategy was to shorten the sales cycle of the camera by creating a powerful digital experience that replicated an in-person product demo. BlackWing Creative produced a massive base of creative and technology-driven assets to guide prospects through a 360-degree online product experience. An easy-to-use—yet technologically sophisticated—decision tree let users self-select the right imager for their needs.

ALL IN.

The campaign covered nearly every medium, including print ads, collateral, viral videos, application videos (hosted by HDTV personality Chip Wade), direct response, multiple email campaigns, microsites, landing pages, interactive product demos, search marketing and social media. All heavily positioned and branded with the “World’s Easiest to Use Thermal Cameras.”

SKULKING NINJAS.

A viral video memorably demonstrated how easy the Fluke Thermal Imagers are to use as a worker takes images with one hand—while fending off a series of ninja attacks with the other.

BETTER DATA, MORE LEADS.

Every online component leveraged lead-score tracking and analytics to systematically move prospects through the sales cycle by profiling their online behavior. This enabled us to drive more qualified leads to the pipeline.