The Eatonologist characters
Brainz
Product: Power Management Software
Super Power: Sees things that no-one else can with his super brain power and super predictive glasses
Hans
Product: eGrip PDU
Super Power: E-grip hands for total control. No accidental disconnection on his watch!
Morphinder
Product: Service warranty
Super Power: Ability to morph into anything needed in the IT industry. Master of all trades
Rackel
Product: Noise-cancelling rack
Super Power: An impressive ability to filter out background noise with her noise-cancelling headphones
Surge
Product: 5P UPS
Super Power: Protects against power outages and downtime with his uninterruptible electrical shield.
Background
To support the launch of a new rewards scheme, Eaton Electric asked us to develop a campaign identity to push integrated infrastructure solutions to their UK reseller audience.
Brief
To establish an overarching concept which tied together all assets and acted as a basis for the campaign, and have a lifespan of 2-3 years.
The target (resellers) are predominantly young men (20-30), incentivised by money, with a fun mindset. As Eaton’s corporate look and feel doesn’t match this we knew we needed to do something a bit different.
The two campaign objectives were:
- To launch the new rewards scheme and get sign-ups
- Communicate the quality and benefits of their key products
Solution
We developed a team of five ‘hero’ characters called The Eatonologists. Each character has different skills and powers which represent a different product.
Through these characters we created various narratives in a comic book style creative which was an effective method to present each key message or product benefit in a fun, engaging way – and stood out against the competition.
So far, the campaign has consisted of brochures, desk-drops, a series of animated videos, digital advertising, a campaign microsite, t-shirts and even lifesize character cut-outs!
Outcome
The campaign has received an enormous response from all stakeholders, demonstrating a real impact on the target audience with lots of positive feedback and social media interactions.
Eaton have experienced record-breaking views of their digital promotions on 3rd party sites, and are considering expanding the campaign outside of the UK due to the overwhelming success it has had.
http://electricalsector.eaton.com/the-eatonologists
