Fluke 75th Anniversary

Research

Campaign Objectives

• Create celebratory energy throughout 2023
• Instill a sense of pride and belonging within employees, channel partners, and customers
• Reflect character of Fluke brand personality
• Integrate into ongoing/yearly campaigns/promos to generate revenue

Customer (internal) needs

• Globally scalable e.g. translations
• Flexible for regional customization
• Inspirational

Strategy

• Future-focused 
• Inclusive
• Social-first, primarily digital
• Balance consistency with flexibility to empower creativity of regions
• Create human connection

As an innovative company grounded in continuous improvement, rather than emphasizing the past achievements Fluke accomplished in the last 75 years, we wanted to focus on the future. We acknowledged that past milestones led the company to where it currently stands, however Fluke continues to produce innovative technologies that impact the present, and more importantly, future industrial solutions. Hence, employees and customers can be proud not just of the things Fluke has done, but where it is going. In this way, we could better tie the campaign to new product innovations and promotion throughout the course of the 2023 and help to create an energy of excitement going forward. 

The world is becoming more diverse with each year, and inclusivity is vital to progress, both from a moral and a business perspective. Being a global company, we thought it necessary that the campaign encompass and represent the diversity of Fluke’s employees, partners, and customers and make each one feel included within the Fluke family. We opted for a social-media-first campaign to interact with our customers because of the wide reach and relative lower cost. The social platforms also helped to empower the regions to be more creative with their own audiences, creating digital assets catered to their interests.  

Solution

• Future-focused message that conveys community
• Primary message format that allows variation based on industry/region 
• Hero style photography with eye contact to create human connection
• Celebratory visual element (The Sparkle) to create visual energy and continuity
• Diverse models across various industries to show breadth of customer base
• Contemporary and iconic lockup to cement anniversary identity

We came up with a future-focused campaign message that reached out and acknowledged the Fluke community: Building Tomorrow Together. Everyone together (employees, channel partners, distributors, customers) allowed Fluke to succeed for 75 years and together, will continue to allow the growth of the company. While “Building Tomorrow Together” was the primary message, it was formatted in a way that allowed for flexibility based on industry: (verbing) Tomorrow Together. Thus, it could be adapted to “Calibration Tomorrow Together,” or “Innovating Tomorrow Together” or “Electrifying Tomorrow Together” depending on customer base. This allowed the regions to create more specific messaging to their audiences and products they were promoting. 

Our visual solution portrayed hero-style photography with models looking directly at the camera. This eye contact creates a human connection with the viewer with the intent that the customer could see themselves within the campaign visuals. A subtle gradient or vignette, paired with the chosen celebratory graphic element (we dubbed as The Sparkle) helps to emphasize the model, the doer. Photography of diverse models were chosen to reflect our customer base across the globe and provide a sense of inclusiveness. 

The campaign identity marker (we dubbed as The Diamond) was designed in a contemporary style to reflect the future and forward focus of the campaign. An iconic shape associated with 75th anniversary gemstones  (diamond) was integrated to create a quick correlation between the lockup and a 75th anniversary celebration. Somewhat coincidentally, it is also the shape some people associate with Superman’s iconic logo, a fitting association when acknowledging the behind-the-scenes heroes of the world who keep our world up and running with Fluke tools. 

Fluke 75th Anniversary lockup, reversed

Fluke 75th Anniversary shirt

Fluke 75th Anniversary MS Teams background

Fluke 75th Anniversary social media static posts