What they were up against
When Honeywell Analytics developed the first wireless, intelligent gas detection system in the industry, we were tasked with defining the brand’s positioning, name, logo/identity, messaging hierarchy, and go-to-market communication strategy, ultimately reimagining the way Honeywell does product launches.
Our challenge in positioning this new product was to make Business Decision Makers see it as more than just another, better gas detection system. The opportunity was to create a whole new category of intelligent safety solutions.
Introducing CONNEXT Safety Solutions, the most intelligent, real-time wireless gas safety system in the market today.
What We Did To Help.
The creative positioning capitalized on the game-changing, real-time, intelligent nature of the product, encapsulated in the line “Don’t just detect gas threats. Outsmart them.” This language broke category conventions and helped to differentiate Honeywell from competitors. We effectively changed the conversation from a boxing match to a chess match.
Video
What happened next.
Once the strategy and identity work was complete, we built out all creative assets for the product launch, including:
- Industry launch event at national trade show
- Digital advertising
- Microsite
- eBook
- Marketing collateral
- Email marketing campaign
- Direct mail
- SEM
- Video
- PowerPoint presentations for sales team
- Media kits
- B2B2C End User training manuals/decks