Seneca, an international manufacturer of digital signage and physical security hardware, wanted to give a new look to its entire line of media players. The brand new Element Series would require a completely new look, from the logo to the sales material to the packaging.
ABC handled it all, starting with logo development. The new mark would play off the periodic table of elements with MP (Media Player) as the superscript.
Once the artwork was approved in collaboration with the client, the agency went to work on the packaging as part of the launch. Each box of hardware would now feature the Element Series logo by way of a sleeve designed by ABC.
Sell sheets and a Quickstart Guide book were completely redesigned to create consistency among all the touchpoints for the new series. All photography of the new hardware was taken in-house. ABC worked with parent company Arrow to create an attractive landing page as well.
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To generate interest in the launch of this revamped product line, ABC launched an extensive organic and paid social campaign introducing the new hardware and drive traffic to the new web page. This was complemented by display ads placed across websites relevant to the industry.
Print ads were created as part of the campaign. ABC also helmed a partnership with rAVe, one of the largest publishers in the digital signage space, that included a promotional email, digital advertising, social promotion and a podcast appearance.
ABC produced three promo videos as well as an unboxing video to be used on social and the company’s popular YouTube channel.