Thinking big. And small.
AS&E was launching one of the world’s most unique imaging systems – a handheld, battery powered x-ray device, the MINI Z. Launching this innovation the right way would change the market – and build AS&E’s brand perception. Our task was to develop and execute a launch plan. We needed to highlight the power of this tiny new device in a big way – without putting it into customer hands.
:45 Trailer/teaser ran on social channels and built anticipation for the new launch.
Behavioral key
During our B2Me research process the target audience of agents, officers and officials told us about their intense passion and sense of responsibility for protecting their country. The true definition of mission-driven. So we decided to give them a mission.
It’s one thing to tell you how small and useful the MINI Z is. It’s quite another to experience it.
But that’s exactly what we did. We built an immersive experience that let those agents use the MINI Z to inspect areas that other x-ray technology simply can’t get to – like a subway station or the backseat of a car.
Below: select screens from the experience.
Above: Campaign landing page
Results
50x
higher than projected sales in the first year
8 Minutes
average user engagement on site
4.5%
average bounce rate (unprecedently low in any industry)
Since the MINI-Z campaign launched, sales inquiries have dramatically exceeded our wildest expectations and awareness of our brand has never been higher.
– VP of Marketing and Technical Sales, AS&E
