One Step Closer To Predictive CFD
PROJECT OVERVIEW
Company sales executives were looking for a new way to market the increasingly predictive nature of CFD software to new and existing customers. A creative campaign was developed around the slogan “one step closer to predictive CFD” and a series of branded socks designed as give-aways at conferences and trade shows to deliver the message and reinforce the CONVERGE brand. Annual iterations of the branded sock designs continue to be highly sought after by users and prospective customers alike, continuing to drive traffic to our conference and trade show booths.
OBJECTIVE + CHALLENGE
Create a unique creative campaign and marketing collateral around the concept of the increasingly predictive nature of CONVERGE CFD software. Drive trade show booth attendance and brand awareness while establishing CONVERGE CFD as the leader in predictive CFD. Create something memorable, in-budget, and manage production constraints.
ROLES + RESPONSIBILITIES
Led creative campaign development and production of assets. Creative strategy centered around a trade-show booth and conference differentiator—branded socks—to deliver the marketing message, drive booth attendance and raise brand awareness. Directed design and production of initial and all subsequent sock and packaging designs.
STRATEGY + EXECUTION
Driving booth traffic in saturated trade shows required an innovative differentiator. Building from the slogan, “one step closer to predictive CFD” the strategy was to have a unique give away that customers would want to take, and would continue to be used after returning from the conference or trade show. Both the packaging and the sock design were done to promote the campaign and to be a continual reminder of the core CONVERGE brand.
RESULTS
The socks, and the campaign, were highly successful. The sock give-away with the marketing message—”One step closer to predictive CFD” was an immediate differentiator among trade show vendors and competition saturated with traditional swag such as t-shirts and pens. This allowed us to not only get the message in the hands of more customers and potential customers than usual, it also provided a way for our primary CONVERGE brand to be a part of their regular daily routines. Now in its 5th iteration, the branded socks continue to be sought after by trade show and conference attendees.
