Fluke 67 MAX NPI Campaign

Research

NPI Objectives

• Show how 67 MAX addresses market needs
• Convey that product is the most accurate on the market 

Customer needs

• Accurate and consistent temperature readouts
• Durability after multiple uses or accidental damage
• Trust in a brand and product that keeps people safe 

Strategy

• Limited photography available – pair with eye-catching graphic element
• Showcase product in-use to demonstrate relevance to pandemic
• Emphasize efficiency, accuracy, safety

This was a reactive campaign based on the need for temperature readers during the earlier months of the pandemic, so photography was hastily shot prior to my creative team receiving the request for campaign visuals. Due to the limited photography, the strategy was to use the most clear application photography available (of what the product could do) and pair it with an eye-catching graphic element relatable to the ongoing health crisis. 

The goal was to show why an industrial-intended product was now relevant to public health and why it was the most efficient, accurate, and therefore safe product on the market.  

Solution

• Use virus themed imagery
• Use a blue and orange color combo to create high contrast and imply cold/hot temperature
• Showcase application photography to show product in use

For the campaign’s visual theme, I went with a high contrast color combination of blue and orange to draw attention to the campaign assets. These colors also implied the idea of cold/hot temperature and overlaying these colors onto a virus graphic element suggested the usage of the product. Paired with the application photography of the person being scanned for fever and the updated messaging of “Body temperature results in seconds,” the visuals help to create a quick read of what this product is meant for. A dark blue background helped to create contrast with the yellow product and allowed me to draw attention to the product name by also highlighting the name in yellow. 

This visual theme was easily applied to both print and digital assets, and consistent use of the virus element, paired with the photography, helped to form campaign continuity across different channels/platforms. 

While the campaign’s visual theme was relatively brighter and more vibrant than traditional Fluke industrial product campaigns (with exception to Fluke’s thermal imaging cameras) since this was still an infrared thermometer it was rather fitting to have such a bright color palette. Additionally, it helped this campaign standout from the other campaigns that were running at the time.