Highlights:
A series of three corporate ads clearly spells out LMI’s advantages
Concepts accepted with no changes
LMI is a leading global provider of vision sensor technology for original equipment manufacturers and system integrators. LMI serves multiple markets – LMI sensors are used in many diverse applications wherever vision sensor technology will reduce cost, improve quality, or increase yield. LMI has used Hale! Marketing’s services for a wide range of marketing activities.
For this project, LMI required a series of three corporate “standard” ads that would contain an area for easily-changed specific market messages and be flexible to accommodate different size publication formats. The challenge was that LMI’s markets are very diverse, and because LMI operates worldwide, the language would have to be kept simple. Unless we were careful, this was a recipe for a set of unfocused “general” ads that would have little effect.
We approached the project by first translating the key messages the client wanted to communicate into a number of “themes” that could be explored visually. For instance, LMI’s 3D sensor technology is recognized as providing clear advantage over 2D sensing in some situations – so the derived theme was “things look better”. Similarly, because LMI designs and builds specific sensors to fit each specific application rather than offering an off-the-shelf product, “it fits” became another theme. We then defined various approaches for presenting these themes. A “lessons” approach could excuse the fact that the ad’s presentation and copy had to be simple for non-native English speakers. Eventually we decided that using a “comparisons” approach would enable us to present the major themes both graphically and simply, while maintaining interest.
Concepts were presented to the client for various themes and approaches – and we were happy to find a unanimous agreement around the chosen approach. We then prepared final concepts, and after a round of client edits to the copy and a presentation to LMI’s worldwide market managers, prepared production files.
