Case Study | Creative campaigns

The creation of a platform for BKV Beyond, with a global launch to new and existing markets in every major region. The multi-tiered solution – collecting data with sensors, connecting systems with digital gateways, and converting data to trusted insights to correct potential faults – required deep solution knowledge to communicate the platform with clarity and authority.

An extensive creative realisation of the platform combined messaging and visuals emphasising the exciting possibilities for the system. A detailed concept dev phase covered naming conventions, messaging development and vibrant creative visualisation – a strong foundation for evolving campaign communications, constantly optimised through campaign performance data.

1. The project commenced with an extensive Product Naming phase, which arrived at the flagship naming of BKV Beyond and extended down into all product and service naming. BKV Beyond succinctly asserts the game-changing promise of the platform – that the customer can ‘go further’ with B&K Vibro for greater success.

2. Messaging development was built out from a deep dive into the platform. Coda created interrelated messaging layers including tagline, elevator pitch, detailed long messaging and compelling benefit pillars, enabling clear and consistent application across all marketing assets and customer touchpoints.

3. Creative Development followed the explorative concept with hero artwork that evokes space and depth, inviting the customer to ‘go beyond’. Dots and dashes represent datapoints; a ribbon-like road visual emphasises constant movement and acts as pedestal for product shots.; a warm, vibrant colour palate stands apart from the corporate primaries and whites dominating competitor marketing.

4. Coda’s expert copy and creative team created the full suite of global marketing assets covering print assets, paid media, landing pages, flyers, brochures and internal campaign assets.

5. Coda planned the campaign journey as a live-managed, data-driven bound campaign, based around mapped customer journeys. The insights of performance data enabled continual adaptation of campaigns, assets and spend for the best results.

6. Getting the internal team behind a cornerstone launch was critical, so a complementary internal launch of promotion and sales training introduced a message of ‘becoming a Beyonder’ to educate and upskill the teams so they were ready for launch.