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Don't miss the eQlyps
Mark Bailey • Oct 31, 2022
International product launch for IOW Group
This was a great project to work on and drew on all of our core skills - branding, design, copy writing, script writing, animation, print design, exhibition and web. Basically we did the lot.
The IOW Group have been working on a ground breaking filtration system that would be launched to an international audience at SMM Hamburg - the leading international maritime trade fair.
BAILEYCS was asked to create a teaser campaign that would provide initial buzz over the 5 weeks before the launch without showing too much of the product and then launch and post launch creative to use across social and other web comms.
At the briefing stage it was clear we needed to create a product name to pin the campaign on and then move forward with some concepts to see how it could come together.
Out of a group of names we settled on eQlyps (pronounced eclipse). Unique in its spelling and available as a stand alone domaine if required. Ideal for search result too. This provided a new unique edge to the well used expression about products eclipsing the competition.
It was important that competitors and prospects alike didn’t get a proper view of the product and the IOW Group wanted prospects to know that the only way they could see the new filtration system was at the show.
teaser animations
Using close ups of key and unique parts of the product we created imagery and animations with low light and subtle dark tones to create a series of space or inner space scenes. Slow, menacing dark. This would help to hide the product and create intrigue. More like a film release than a product. Like giant space craft slowly closing in on there target - in this case an eclipse.
Key copy headlines
We wanted short and menacing statements that would have double or hidden meaning and not give the game away. The whole product is about removing dirt, soot and contaminants from lubrication oil. Previous competitor products allowed these damaging elements to escape back into the oil. But eQlyps is about to stop all that.
Time is running out - eludes to the fact that something is coming to get you (in the case of the product, if you are dirt and contaminants, your time for destroying engines moving parts is nearly over) .
Soon there will be no escape - still menacing but the hidden meaning is about the new fully sealed product that stops dirty oil contaminating cleaned oil.
The pressure is increasing - unlike other backflushing filters this new product has a magnetically sealed pump which provides enough pressure to add in an MP centrifugal oil separator - its self unique to the IOW Group. This is a key USP. Resistance is futile - once dirty oil enters the centrifuge it will removal contaminants, dirt and soot down to 1 micron. These key messages formed the initial teaser campaign that ran across linked in and Facebook throughout August. On the opening of SMM we launched the product with
It’s here. There will be no escape.
The creative gave a view of the product through opening blinds, light streaming through. Still not giving the prospect a real view of what was being released.
We also needed a strapline. Something bold and authoritative that would search well.
eQlyps. The answer to total oil filtration.
Job done.
How it works animation
A comprehensive ‘How it works’ animation was also created which would be used across all digital media once the product was launch - from social to company website. This 4 minute animation provides the main support to all comms and provides all the key elements to draw in prospects through YouTube, and all other digital comms.
Supporting 3D imagery
Some of the frames from the animation were also used as stills for the website and the up and coming digital brochure plus we also created other imagery to support specific messages.
Stand graphics
We also put together the stand graphics to support the show and future trade shows. In fact most of the work will be reused over the next marketing period and will provide a cost effective and engaging suit of comms to help sell eQlyps.
Success? You bet!
The launch was a great success - I’d love to say it was all down to our creative work but behind the marketing hype there has to be a rock solid product - and the eQclyps really is the answer to total oil filtration. Congrats to the IOW Group!
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