new product launch campaign
Introducing a new-to-industry product that will streamline Australia’s ability to transition to renewable energy.
SITUATION:
The IPCC has made it clear that massive deployment of wind, solar, and storage is the most efficient way to reduce greenhouse gas emissions and contain global warming to 1.5 degrees. According to the Australian Electricity Market NEM, the Australian Electricity Market Operator (AEMO) expects renewable energy to account for 83% by 2030 as part of the Step Change Scenario.
Australia must shift rapidly from fossil fuels to a renewable future, but renewable energy generators often experience costly delays in getting electricity to market, as it has been impossible to test for hardware-software mismatch issues.
For years, automotive, aerospace and defence industries have used hardware in the loop testing to design and test systems in parallel – simulating real scenarios and implementing improvements. A version of this technology is now available for use in renewable energy generators. In collaboration with the University of Queensland, EPEC has developed a product that will be used in the development and testing of complex real-time embedded systems – making the process of suppling Australia’s National Electricity Market with renewable energy more efficient and more cost effective.
Challenge:
To meet energy transition targets, widespread deployment of this new product in the industry is required, relying on uptake from industry stakeholders. How can we demonstrate to potential clients that investing in this product will be cost effective?
As a highly technical process, communicating product features and benefits clearly is essential to gaining buy-in from stakeholders of technical and non-technical backgrounds.
“The platform helps you identify issues and trouble shoot quickly in a test environment without risk, prior to operations. It is far too late once in operation.”
Mark Parker, Technical Manager at EPEC Group
Solution:
An integrated digital campaign that delivers targeted messaging by focusing on user experience:
- Campaign concept with custom product visualisation and messaging
- Campaign-specific landing page designed to guide the user to relevant information and track engagement
- Campaign journey optimised across owned channels
- Audience-centric short and long form content
OUTCOME:
Campaign assets were designed to maximise UX with straightforward navigation, easy-to-identify clickable areas, mobile responsiveness, and minimal load times.
- Three stages of user journey optimised
- 265% increase in new website traffic
- 305.9% increase in LinkedIn followers
Landing page with engaging visuals, headlines and layout.
Owned content created to maximise engagement and interaction.
Campaign pages optimised with on-page SEO and minimal load time.
MAKE IT HAPPEN
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