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TECGEN
FDIC Tradeshow

RAN IN: United States

CLIENT
INVISTA

Todd Herring, Brand Manager

AGENCY
Partners + Napier *Lead Agency

Scott Wolf, Interactive Art Director
Erin Dwyer, Proofreader
JP Smith, Senior Production Artist
Mary Khuns, Account Supervisor
Melissa Smith, Project Manager
Scott Allen, Creative Director
Cameron Carter, Brand Strategist
Pete VonDerLinn, Executive Creative Director
Jeff Zielinski, Production Manager


SUMMARY

With diehard loyalty to legacy brands in the fire category, and an audience set in their ways, we needed to get firefighters who routinely put their lives on the line to trust TECGEN, a new brand of protective gear. Lack of brand trust aside, we also had to overcome the fact that TECGEN is three times more expensive. Taking an unconventional approach at the largest industry tradeshow got buzz, trial and impressive results. 86% increase in leads, a sales increase of 43%, and a leading competitor cited the overall brand as one of their deciding factors for acquiring the brand.

CASE VIDEO


Hero Medium: Trade Shows

Medium Featured On Video: Guerrilla, Mobile/Tablet, Print, Professional Engagement, Trade Shows

Audience: Other

Objectives: Increase awareness

Type: Business-to-Business

Classification: National

Language: English