The challenge
Leica Geosystems had the product to transform its industry, and it was up to The Think Tank to tell the world about it.
The RTC360 creates 3D digital environments for use in the construction, plant and public safety sectors, so the key aim was to educate these key audiences on how this laser scanner could make their work quicker, simpler and more efficient.
The solution
We decided that the best way to reflect Leica Geosystems’ position as market leaders and innovators was to define an entirely new market segment for them to dominate.
Thus the “Reality Capture” category was dreamt up, complete with new terminology coined by The Think Tank.
Three key attributes of the Leica RTC360 would be highlighted, defining it as Fast, Agile, Precise. Content was developed around this media-neutral idea to explain the product applications, opportunities and benefits, and targeted at potential buyers through a range of digital channels including electronic direct mail and paid social, native and display advertising.
Part of that content included a docu-soap style video presenting a day-in-the-life of a Leica RTC360 user, which was the perfect opportunity to showcase the product’s speed, accuracy and ease of use.
The results
The big campaign launch came at the HxGN Live conference in Las Vegas, and Leica Geosystems certainly found themselves big winners. The multi-channel approach, which was continually optimised, delivered high awareness levels and engagement, resulting in Leica Geosystems’ most successful launch in years.
It took just six months to reach a year’s sales targets, and within nine months the brand had received a return on investment of 345:1 for the campaign. The online metrics were also impressive, with over 14 million impressions generated and an average conversion rate of 18.5%.
Crucially, the term “Reality Capture” became synonymous with Leica Geosystems, with their website ranking in the top three for almost all related terms on Google globally.
To find out more about how The Think Tank could help your product launch change the game, get in touch.
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