New positioning, messaging platform and launch campaign for SpyderX promote the biggest technology breakthrough in years
February 2019 – NYC-based branding and marketing agency, BrandTuitive, partnered with color management solutions company, Datacolor, to launch their latest monitor calibration tool – SpyderX. BrandTuitive was engaged to position the product for launch, develop a compelling messaging platform and create a campaign that powerfully resonates with their photographer target audience.
Through comprehensive research of the category and competition and in-depth, one-on-one interviews with photographers, BrandTuitive developed a simple yet powerful messaging platform based on SpyderX being “the best Spyder ever.” While Datacolor has produced many Spyder models, SpyderX is a technological breakthrough, which led BrandTuitive to position it as “the fastest, most accurate, easiest-to-use Spyder ever created by Datacolor.” This platform honors the brand’s heritage while highlighting attributes that are most attractive to the audience.
BrandTuitive also learned how important it is for photographers to be able to achieve their creative vision. This insight is the foundation of the “Behind the Shot” campaign, which celebrates the incredible lengths photographers go to in order to capture extraordinary shots. In contrast with all that effort, SpyderX is the easy part – photographers can now calibrate their monitors in under two minutes. According to Todd Brenard, Chief Strategy Officer at BrandTuitive, “Getting to know these photographers and how invested they are in their work allowed us to create a campaign that recognizes their passion.”
BrandTuitive was also engaged to develop marketing materials including a dedicated SpyderX website, print and digital ads, tradeshow materials, content for Amazon and email blasts. “Spyder has been around for over 18 years, and we thought we had said it all,” said Susan Bunting, Director of Marketing, Consumer Solutions at Datacolor. “BrandTuitive was able to discover fresh and authentic insights for our groundbreaking new product that resonate with our audience. We’re excited about the launch campaign they developed which really brings these insights to life.”