E-Crane takes product launch to new heights
A small crane with outsize qualities: that’s the new 700B series from E-Crane. Our visually powerful launch campaign helped the electric crane manufacturer to get its customers’ attention and attract a lot of people to its demo days.
Compelling product launch
E-Crane, a global name in electric counterbalanced cranes, added a new compact crane to its range at the start of this year. The 700B series is a powerful little animal that is specially designed for moving scrap and other port activities. The folks at E-Crane held a number of demo days at its site in Adegem to allow domestic and foreign customers alike to get a close look at the 700B series and see exactly what it could do. A product launch of this calibre needs the oxygen of publicity. We took up the gauntlet, putting together an eye-catching campaign. The powerful message got straight to the heart of the matter. ‘The smallest of the family’ was a big attraction.
Powerful image
The concept visual was the main feature in all communication tools – from the printed and digital demo day invitations to the registration page and other event tools, including flags, a huge advertising banner and roll banners. We also updated the E-Crane logo. A subtle yet effective way to celebrate the company’s first 35 years.
Online power
The launch was also given a big boost online. Our online marketers supported E-Crane with a targeted LinkedIn campaign, which was tailored to certain target industries. We also harnessed our media “We created a visually powerful campaign at record speed. planning expertise to push the message in the most relevant (digital) channels.
"We created a visually powerful campaign at record speed."
International launch
But we’re not done yet: there’s more to come. The ‘smallest of the family’ concept will also be used in the international launch of the 700B series, which is set for Germany, the US and elsewhere. To be continued!
