Every Nordic electrician is familiar with Thorsman. This company
was now about to be integrated with Schneider Electric and turned
into a range name only. It created a lot of internal question
marks. At the same time Thorsman was about to launch its biggest
news in 25 years: the OptiLine Installation System, with some parts
still on the drawing table. How to deal with the situation?
REDUCED "TIME TO MARKET"
This is the answer: replace internal question marks with
exclamation marks! For a drastic reduction of the time before
OptiLine could be introduced to the market, LEON used CGI (Computer
Generated Images) to create photo realistic images of the complete
OptiLine system, including parts which did not yet exist in real
life. The images were published in a brochure labelled Top Secret,
which intentionally "leaked out" internally and to VIP contacts.
The brochure also contained a presentation of the product, the
marketing plan and the benefits summed up in these clear key
statements: 100% new; 75% less parts; 50% faster to install; 25%
more value for money and 0% troubles.
A SUCCESSFUL CHANGE OF SYSTEMS
The Top Secret brochure spawned anticipation and curiosity,
fuelling the true external launch with extra energy. Both brand
migration and sales were exceeding expectations. One year after the
launch, 80% of the specifiers and 51% of the installers are
familiar with OptiLine and its key statements.