PTC is a pioneer in 3D CAD software. Their Creo product was the clear choice for many years. But over time, the marketplace became crowded. And competition, fiercer. They needed to get credit for their latest advancements in their 3D software.
So PTC tasked us with creating a teaser campaign that would create excitement for the upcoming release of Creo 5.0. We needed to inspire 3D designers, a crowd known to be set in their design program ways, to change out their software for something new.
Our insight? Designers have been working the same way for years. And not in a good way. They had to make compromises and concessions, instead of simply amazing design.
Our idea? Show designers a new way, the way things should be, by giving Creo 5.0 a quite literal facelift. We thought, why not express the many possibilities of Creo 5.0 through the logo itself? Suddenly the brand that many designers were overlooking became one they couldn’t stop staring at.
A DESIGN MADE
In true teaser campaign fashion, we started a bit cryptic with our messaging. And “leaked” more details over days and weeks. Our executions included banner ads that drove to a webinar where people could ask questions and get sneak peeks. We also created social icons to spark curiosity and discussion. So far, the campaign has seen huge engagement, and we’re looking forward to creating another messaging after the software is officially released.