With the onset of COVID-19 in 2020, Fluke responded to the shifting climate and demand for human temperature readers by converting one of their handheld infrared thermometers, intended for industrial temperature readouts, to read human temperatures as a way to identity fever caused by the virus.
For perhaps one of the most reactive new product introduction campaigns I was involved in, I took on the role of lead designer to come up with the campaign visuals. I also assisted in refining the messaging and ensured consistency across all campaign assets.
The campaign and product launched near the end of the year, but due to the change in market demand for temperature readers, ultimately the product and sustaining marketing efforts were discontinued; the campaign was short lived. I’ve included this project in my portfolio because even though the process and end result was frustrating, in hindsight it was a good learning experience to be a part of such a reactive product launch during global uncertainty.
Campaign graphic element
Slide from product presentation
Product name variations
Article and half page ad
- Campaign and product launched by fall 2020
- NECA Showstopper winner
- Product and campaign discontinued by early 2021
The overall process of this campaign was bumpy, due to the reactive nature of how it started, but it eventually launched by the fall of 2020. The product won a NECA (National Electrical Contractors Association) Showstopper award for being one of the most innovative products of 2020.
Unfortunately, by early 2021 market demand for human body temperature readers declined and Fluke decided to pull the product from the market and discontinue campaign sustainment efforts.
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