Oxford Instruments 
Product Launch

Naming and launching a product worldwide 

11

languages

50

leads in 2 days 

£1m

pipeline in 2 days 

The challenge

  • Oxford Instruments (OI) had a new product to launch within two different markets
  • They needed a product name, campaign messaging, tone of voice and a look and feel for both markets
  • The chosen look needed to be rolled out across a launch campaign (we needed to plan one) to secure leads for the new product
  • We needed to target existing and potential new customers

The solution

  • Intensive research including: competitor analysis, product specifications and the OI target personas
  • We then knew where their product stood in the market from both an audience and competitor point of view
  • Established the style of messaging to work successfully with their two audiences by developing a messaging matrix
  • A project plan marking key milestones to stagger the production of the many campaign assets
  • Messaging would then be rolled out across all campaign content: we devised a plan for launching

The result

  • Vulcan was born and successfully delivered to market
  • The most successful product launch for OI
  • Placed OI at the forefront of the industry: they were one of the first companies to use this new technology
  • The product was launched via a campaign which included:

    - Content across 11 languages
    - A dedicated landing page
    - Product demo videos
    - An interactive 3D product render
  • Within the first 2 days of launch we had 50 leads – equating to a £1million pipeline

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