Datacolor’s product SpyderX
Challenge
Datacolor’s product SpyderX is the latest version in a long line of color calibration tools that have been released over 18 years. They needed to find a new way to create excitement and make it the must-have product for the target audience.
Solution
Services Branding Product Positioning Value Proposition Brand Personality (Voice) Brand Messaging Platform Brand Marketing New Product Launch Website Banner Ads Print Advertising Brochures & Collateral The Movie in the Mind℠ we revealed Photographers want to achieve their creative vision. To do that, they need to be confident that the colors they see on their computer monitor are accurate to what they shot, and they want the process of calibrating it to be quick and easy. How we made SpyderX the star We positioned SpyderX as “the best Spyder ever: the fastest, most accurate and easiest to use.” The messaging platform shows technical superiority over past Spyder models while creating a nuance that implies superiority over the rest of the category. Unexpected Thinking We created a campaign that spoke directly to the adventurous spirit of photographers by highlighting the incredible lengths they will go to for the perfect shot. By juxtaposing the ease and convenience of SpyderX, we portrayed it as a necessary and desirable tool for photographers.
Results
Sales and activations for SpyderX have continuously increased since launching. Internally, the campaign is seen as one of the most successful Spyder launches in Datacolor’s history.
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.