Creative Services Case Study
Background:
L3 creates rugged and reliable equipment and software for first responders and law enforcement agencies. Their technology allows for safe, secure and effective capture, management and communication of critical information. Their body worn cameras and in-car dash camera technology have made it possible for police forces to operate more securely and safely.
The Challenge:
Law enforcement agencies today face extraordinary public scrutiny and cultural challenges, in addition to the everyday challenges that come with the job. Body-worn and car camera technologies continue to be an integral piece in keeping communities safe and secure. Not only can they help document any scenario with an unbiased perspective, they also make it easier for agencies to share evidence and footage with members of the public.
L3 developed 2 new products that needed a proper launch campaign to generate awareness of their latest offerings. Bouvier Kelly created a campaign that spanned both digital and traditional medias and amplified L3’s trade show presence to feature the new BWX-100 body worn camera and LE Connect Software.
The Campaign:
L3 prides itself on continual innovation and the ability to integrate with other systems. We began focusing on the features of the BWX-100 body worn camera and LE Connect Software and looked for ways to express L3’s commitment to first responders and officers. We needed to create vivid and confident messaging that reflected the qualities of the mobile-vision equipment.
After much brainstorming, we landed on statements like “Fuzzy details Be Damned” (referencing the camera’s 1080p HD capability) and “Captures 43,200 Moments of Clarity” (12 hour recording on a single charge). This tonality allowed L3 to connect with their audience in a way that emphasized their understanding and dedication to the law enforcement industry. The executions were dramatic product-centric visuals that showed the rugged quality and construction of the BWX-100 as well as the technical features available with the LE Connect Software.
The Campaign:
L3 prides itself on continual innovation and the ability to integrate with other systems. We began focusing on the features of the BWX-100 body worn camera and LE Connect Software and looked for ways to express L3’s commitment to first responders and officers. We needed to create vivid and confident messaging that reflected the qualities of the mobile-vision equipment.
After much brainstorming, we landed on statements like “Fuzzy details Be Damned” (referencing the camera’s 1080p HD capability) and “Captures 43,200 Moments of Clarity” (12 hour recording on a single charge). This tonality allowed L3 to connect with their audience in a way that emphasized their understanding and dedication to the law enforcement industry. The executions were dramatic product-centric visuals that showed the rugged quality and construction of the BWX-100 as well as the technical features available with the LE Connect Software.
The Execution:
After the messaging and look was defined, we were ready to blitz the market and make L3’s presence known. Combining a digital strategy with key print support and an immersive tradeshow experience, the BWX-100 and L3 Connect software were poised for a successful launch. Utilizing a sequence of e-mail campaigns, we were able to build anticipation and drive traffic to L3 trade show booths to create sales leads with new agencies as well within as their existing customer database.
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