To release two cutting-edge lighting suites in a saturated market, CHAUVET wanted launch campaigns worthy of the spotlight. We took inspiration from the lifestyle and energy of both the professional lighting designer and the mobile entertainer to launch these products in a way that spoke to these two unique audiences.
To light up the biggest shows on earth, professional lighting designers need feature-packed moving heads that don’t compromise on power or take extra hands to haul around—and that can handle extremes. CHAUVET Pro’s Maverick Storm family of outdoor-rated moving heads is the answer.
Just as committed to putting on a great show, mobile DJs face different challenges on the dance floor. For these customers, CHAUVET DJ’s GigBAR Move + ILS is the synchronization superstar.
The challenge is this saturated industry is that every manufacturer talks about product specs, and talks about them in the same way. It’s always about what the products can do—and that definitely matters. But why not talk about that in the context of the experiences they ultimately create?
For both of these product launch campaigns, we honed in on what matters most to these unique audiences—making sure their guests have an amazing experience. To do that, we turned up the dial on the visual product language to evoke the excitement of live events.
A multichannel awareness campaign brings to life the most demanding conditions and arenas lighting designers have to face. From audiences crowd surfing onto the stage to torrential rain storms, and even the mud, sweat, and tears of high-impact sporting events, we grabbed the attention of lighting designers by elevating the environments they operate in daily.
Working as an extension of the CHAUVET marketing team, Hanson delivered landing pages, email campaign strategies, social calendars, and armloads of cross-channel assets to set them up for long-term success. The combo of clear plans and high-voltage creative generated excitement, drove online registration for product demos, and prompted audiences to ask for the product at their favorite rental house.
The Integrated Lighting System (ILS) is a suite of lighting fixtures that connect wirelessly to one another at the push of a button. Now DJs can easily set up and synchronize multiple fixture types across an event space. We brought the DJ experience to life with memorable moments representing the experiences they craft every weekend.
We worked with the CHAUVET team to plan the public launch post an exclusive engagement with Guitar Center. To ensure maximum awareness, we partnered to develop a product microsite, branched email campaigns, paid and organic social content, and display ads to drive product demos and retailer visits. Social calendars and an arsenal of motion assets continued the marketing team’s momentum post-launch.
