CHALLENGE

In the spring of 2018, Martin by HARMAN made the first update to its low-fog machine lineup in over a decade—the all-new JEM Glaciator Dynamic. The Glaciator Dynamic is a reboot of the live-entertainment industry’s most renowned low-fog machine, and Martin wanted to make a big splash with the product introduction.

The target buyer for this product is highly technical with a deep knowledge of the live-entertainment space, and includes engineers at rental-house owners and tour-production companies. Martin needed a product launch campaign that would capture the attention of these cautious buyers and convince them that the Glaciator Dynamic is a worthwhile investment for their business.

SOLUTION

Amplify developed all of the creative assets for the product rollout including a high-impact campaign tagline, product copy for web, compelling visuals and a product introduction video.

The campaign tagline, Plug In. Set the Stage. Amaze., spoke directly to the target customer and expressed the benefits of the product—its all-in-one form factor, its ease of use, and its class-leading functionality. The tagline served as the overarching theme for all other asset creation.

Because the Glaciator Dynamic is a B2B product with a technical buyer, we created copy and video that gave an intensive walkthrough of the device while balancing aspirational marketing messages and important technical information. After creating the marketing collateral, Amplify worked with Martin to push the product into the channel with targeted social-media content and a digital advertising campaign.