Zemax enlisted GA Creative to launch a campaign to promote its suite of software products that streamline the workflow between optical and mechanical engineers. We developed a media plan that included a mix of print and digital tactics to reach a new target audience, drive leads to a landing page and offer valuable content to entice prospects to provide their contact information in order to build up a database of sales leads.
Campaign concepts up-level the message
With a desire to take an industry leadership position, and target engineering managers instead of the software users, we explored three conceptual directions for the campaign. The options were all designed to reflect authenticity, demonstrate forward thinking and stand out in industry publications.
The ads feature dramatic macro, telescopic and wide angle lens images as a nod to what’s seen through the lenses that their customers design – whether it’s a drone to patrol fishing waters or a two-photon microscope for high resolution brain imaging.
Compelling content attracts clicks
Punctuated with a call to “Design smarter, design faster,” the ads offer a free white paper on modern virtual prototyping – a process that enables optical product designers to catch errors in virtual prototypes instead of physical prototypes, which saves time and money.
A landing page captures leads
With the downloadable white paper front and center, the landing page also includes a video that explains how teams that use Zemax software collaboratively speed their product time to market. With a deeper dive on each software platform, an overview of training available to get teams up to speed quickly, and the promise of worldwide support, the landing page follows best practices for converting visitors into leads.