Product Launch Campaign
Mitsubishi Chemical:
Duratron product launch
I branded Mitsubishi’s new product the most boring material in the world.
Problem - Mitsubishi Chemical wanted to launch a new plastic polymer into the market. It doesn’t do anything special… it simply behaves as expected under pressure. It’s extremely predictable.
The Big Idea – Predictability, is boring – but boring is GREAT for engineers – so the Big Idea was obvious - Boring is the new brilliant.
Creative Execution – A campaign that does the exact opposite of how most products go to market – a campaign purposely designed to be boring… which ironically is the very reason why the product will be purchased.
Hero creative.
Part positioning statement, part eye-catchingly WTF… Boring is the New Brilliant serves as both the Big Idea and the hero line for a campaign that claims its product is so predictable, that its actually quite boring.
The arresting nature of the creative makes it stand out in an incredibly cluttered market. It’s bold, it’s brave and it’s unique. And there’s something to be said for convincing a client to call their new product boring.
A landing page designed to unpack how boring is actually a great thing for engineers.
We developed a landing page that we used to qualify the Boring is the New Brilliant creative and show how boring is actually a great thing for engineers.
It also allowed them to take a deep dive into the physical attributes that makes the product boring and predictable in the first place.
The landing page was designed to funnel customers towards booking a workshop or one-on-one with subject matter experts.
Boring social that actually makes you stop and think.
Social campaigns clamour for attention – these social assets do the opposite… which is precisely why they stand out.
These assets were part of a highly targeted campaign targeting materials engineers and purchasers and drove traffic to the landing page.
Curious emails designed to spark intrigue.
Highly targeted email lists received an email inviting them to online workshops with a curious headline that talked about how the product wouldn’t set their world on fire.
Boring industry case studies.
The Big Idea permeated every facet of the campaign – including elements like industry specific case studies.
Pictured right is the cover for a case study on how the product is used for plasma cutters, the copy once again ladders up to Boring is the New Brilliant.
