SWC recently celebrated our 1st anniversary of working with Teledyne FLIR – giants of the tech world – and market leaders across industries including Condition Monitoring, Defence and Public Safety. And what a year it’s been! We’ve been delighted to work on projects spanning FLIR’s business verticals and were thrilled at the end of the summer when the team asked us to work on an exciting new campaign. One which would require us to flex not only our strategic and creative muscles but our content marketing ones too.
Over the past few months, the energy crisis has dominated not only the headlines but increasingly our conversations at home and at work. It is a key concern for budgets large and small, and with energy costs continuing to skyrocket, homeowners, professionals and businesses are all looking for ways to become more energy efficient. FLIR tasked SWC with creating a tactical, content-led campaign with creative standout that would address the current energy situation and raise awareness of how its products can identify energy loss, allowing people to fix issues and start saving energy.
Creative process – Phase 1
The marketing team at FLIR were keen to get the campaign live as soon as possible, so we set ourselves, and FLIR, some ambitious deadlines. First, we were tasked with developing an overarching messaging framework and creative visuals with which to target our three audiences: homeowners, home inspection professionals and businesses. The messaging needed to clearly communicate how these audiences could benefit from using FLIR’s thermal cameras, what products were available to suit their needs, as well as supporting FLIR’s position as the market leader in thermal cameras and condition monitoring. The creative was developed in tandem with the messaging by SWC’s brand strategy and design teams who worked closely together to create a unified visual and written identity for the campaign. (Shout out to Tim, our Creative Director, and Ilona, our Brand Strategist extraordinaire!) The FLIR team were keen for the creative to be bold and eye-catching, to create cut-through and drive awareness of FLIR’s energy-saving offering.
Campaign creative:
Homeowners:
View the live ad here
Home Inspection Professionals:
View the live ad here
Businesses:
Content process – Phase 2
Next, we got stuck in to producing the initial phase of content. The messaging framework provided a solid outline for the overarching article piece, and persona narratives for each of the three audiences were distilled into targeted pieces. The overarching campaign piece was focused on raising awareness, introducing the campaign and products to a mass audience. Then, articles two, three and four targeted each audience separately, addressing the needs of homeowners, home inspection professionals and businesses respectively. The pieces highlighted the benefits of addressing energy loss issues using FLIR’s thermal and acoustic cameras, whilst signposting them to useful articles and relevant products.
Overarching campaign article:
View the live article here
Results & future planning
Initial results for the first two phases of the campaign are encouraging: FLIR have seen good engagement across the LinkedIn ads (linked to above), and the content is being shared on FLIR’s websites and in the press across Europe. FLIR are conscious that the energy crisis is not going away any time soon and has therefore taken a long-term view, planning to continue the campaign into 2023. This will ensure they can continue to raise awareness of their offering and support their customers, who are looking to save energy and lower their energy costs now and into the future.
We love working with the team at FLIR, especially on more topical and tactical campaigns.
This campaign goes to show that you don’t need to be confined by your marketing plans. Recognising an opportunity to release a creative, engaging and market-responsive campaign in support of your customers is a great way to maintain a dynamic and successful brand.
We help our clients achieve their goals by developing outstanding work with them. Want to know how SWC can support your creative and strategic needs? Talk to us here.
Article written by Claire Penney, Account Manager.
