Redefining the laser scanning market through evidence-based positioning and activations

Client challenge:

Ahead of a new product launch, NavVis wanted to engage Laser Scanning Professionals (LSPs) to show the opportunities and efficiencies to be had beyond traditional laser scanning. But, the reality capture technology specialist needed to pinpoint the right level of creativity to stand out from competitors while also appealing to a typically conservative audience.

The Move to Make:

Raise B2B brand awareness and consideration in NavVis’ key audience by leading the laser scanning industry approach with new reality capture technology.

Developing a creative platform for long-term success:

We carried out a series of interviews to understand the pain points for LSPs and identify where NavVis could best support– landing on the need to reduce scanning time, future-proof operations and win more business. Armed with this insight, creative development brought it to life with the campaign platform ‘Scan More.’ 

Supporting assets included 3D laser scanning environments for use across the product launch and within the wider brand. Ultimately, to help NavVis drive opportunities around the new product launch and raise B2B brand awareness among LSPs – opening their eyes to a new way of scanning.

From landing page design and content creation to email nurture, digital assets for paid media and a reseller toolkit, we built solid foundations for an end-to-end campaign. Paired with PR to secure trade publication coverage and the launch of NavVis’ Scanning Realities podcast, we were able to establish its new product as the cornerstone of reality capture.

Impact beyond campaign measurement:

The Scan More campaign delivered a launch pad for a new product while striking the right balance to act as an ongoing platform for NavVis’ future lead generation efforts – both directly and with distributors.   

Through the development of a positioning statement, campaign creative and end-to-end campaign, NavVis was able to demonstrate its market-leading expertise and technology – while setting the brand up for the future.