When OTC launched their new Genisys Scan Tool with advanced features, we branded it as “The Productivity Tool” for automotive technicians. This was a departure from the normal comparisons with competitive offerings which focused mostly on functional features and specs. In essence we decided to win the game by changing the rules.
Repeating the “Productivity IS” as a paragraph lead to direct the reader’s eye towards key features. A technical screen shot was treated as a visual inset with the product to add credibility to the productivity claims.
These design elements were also used for an email campaign, on the web site and other promotions including booth graphics at an annual trade show. As a consequence of strong graphics, good PR and the concept of focusing on productivity, OTC was able to capture market share for this product and the industry as a whole began to emphasize productivity as a theme.