Locking in Success
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Yale Commercial Solutions sought a new approach to promote the features and benefits of its NexTouch product platform. Their goal was to present the product’s ultra-versatile offering in a way that broke the mold of marketing for commercial solutions. With sales reporting a lack of engagement with existing content and a market saturated with “same old” corporate positioning, our teams looked to humor and wit as a means of creating excitement.
The goal was to bring to life “Yale Labs” as a fictional place where Yale designs, builds and tests product innovation. Our main character was a witty, no-frills scientist who tells it like it is (think Bill Nye meets Ron Swanson) and demonstrates the product features and benefits through a series of fun experiments.
The initial intention of this project was to create a live-action video on-site at Yale/ASSA ABLOY’s Berlin, CT facility. However, pivoting to adapt to COVID-19 protocol, New Park Creative pitched an animated version of the original concept that would allow for heightened creativity even in the face of global
We pivoted from using a live actor to creating a character that could be designed into endless scenarios, and with a script to accommodate even bigger and better ideas.
Our team was able to achieve the client’s request for “humor, in the right way” by showcasing the product in a smart, witty tone. Yale was successful in achieving a high level of engagement when reintroducing the next generation of the NexTouch product platform. Yale’s team was appreciative of our collaboration to create a successful campaign in light of the pandemic.