FocusVision, the leader in quantitative and qualitative market research, came to JP for a new 2016 marketing campaign. The challenge? Market research is typically a stale industry. How can we give FocusVision the edge to stand out, make a visual impact against the competition, and still relate to market researchers?
Our creative team of illustrators, copywriters and visionaries created 4-5 diverse marketing campaigns that would WOW the client and competition. The daunting task list included a concept that must translate across a whole gamut of services: branding, web design, collateral materials, free-hand illustration, trade show booth design, direct mailers, video production, and more.
The messaging needed to emphasize that FocusVision was combining qualitative and quantitive market research methodologies for the first time ever to bring its customers even deeper insights. Not only was FocusVision breaking the mold of the traditional silos of market research – but it was bringing two very different ideas and ways of looking at the world together, much like 3D glasses.
When watching a 3D-movie, two images are displayed on the screen, one in red and the other in blue. The filters on the glasses allow only one image to enter each eye, and your brain combines them to add dimension to the picture. FocusVision was essentially doing the same thing with research. It combined the qualitative (feelings, emotions, experiences, etc.) way of looking at your target market with the quantitative (data, numbers, statistics, etc.) point of view to add a new layer of depth to the results of a study.
After selecting the concept, we wrote several headlines to kick off the campaign. The winner: A New Dimension in Market Research. We wanted the visual part campaign to be colorful and fun, so we based it off a retro 3D vibe. We were excited about the challenge of working with this archaic medium. 3D glasses were now going to replace the typical designer black framed specs.
The first deliverable was a simple full print ad that would tease the 3D campaign.
We then had to figure out how printed and digital media would be enhanced when viewers wore 3D glasses. Here is a mood board of our examples:
Steve August, FocusVision’s Chief Marketing Officer, was chosen to be our spokesperson for the campaign. Below is an example of early comps in print.
We tested, and tested….and tested the way this primitive 3D experience was going to look. We went through hours and hours of trial and error until finding the right techniques to pull off this look. Once we developed the structure for 3D we then created icons, illustrations, animations, video, trade show graphics, giveaways, a 60-second video, and website – all in the 3D look.
Below are the pieces from the 3D campaign:
The campaign was a huge success. For the first time in the research space, FocusVision became an interactive experience with its potential clients. If you happen to have a pair of 3D glasses on hand, check out this amazing video produced by Windsong Productions. It is also in 2D if you don’t have a handy pair of 3D glasses.
Our talented designers are still feeling the effect from hours of looking through the red and blue lens of 3D. Lasik here we come.
