Mettler Toledo is a leading global manufacturer of precision instruments and services. The aim for this specific campaign was to inject creativity into the launch of the brand new M30 R-Series of metal detectors. Appealing to CEOs, Chief Operations Officers, Directors of Operations and Operation Managers of large corporations globally, this full-scope creative campaign aimed to drive interest in and excitement about this new technology, coming to market in 2023.
At Bearded Fellows, we believe a successful product launch campaign is all about alignment. Mettler Toledo gave us full reign of the creative strategy, enabling us to really get our teeth into this manufacturing product launch project and look at it from various angles. We managed the full 4-month project, including creative concept development, product launch strategy, video production and editing, casting, script development, photoshoots, talking heads, motion graphics and shadow lighting. This included working with global teams to pull together various creative concepts and ensure an integrated approach to the product launch campaign.
In contrast to simply creating a singular video from a brief, we have generated a series of outputs for this launch campaign. The main hero video, as you see above, is part of their online internal and external launch – invite only. A series of shorts were created, containing an expert explaining the key features in-depth – these will be used as part of the sales process and through a direct mail campaign. Finally, we produced a series of stills for online and offline publications, as well as part of the PR launch.
Brand perception: The M30 R-Series is aimed at both a middle-market and premium-market within FMCG. While Mettler Toledo performs well in a premium market, the middle-market often looks elsewhere. We needed to harness the interest of the middle-market while retaining the excellent brand perception of the premium market.
Evoking excitement: The M30 R-Series replaces metal detectors around the world, some of which are over 25 years old but still functional and in use. Therefore, we had the challenge of evoking excitement, ensuring the product went from a ‘nice-to-have’ to a ‘need-to-have’.
Logistics of a product still in testing: The M30 R-Series was still being built and in testing throughout the creative concept process, creating some logistical challenges.
One of the most important elements of the campaign was to fully understand the product and its customer target. We had to dive into the mind of the buyer and explore what the product enables people to do. Working with various individuals from Mettler Toledo, from product developers to sales managers, we had to break down the barriers of understanding and interact with the machine itself. This research process was fundamental in ensuring the creative output aligned with the premium nature of the product.
In doing so, we were able to conceptualise the launch campaign with a heavy focus on the product’s premium features and forward-thinking design. With a slick creative, we were confident we were able to evoke excitement within the middle-market while continuing to engage the premium market.
Further, a significant challenge throughout the campaign was the logistics of using the machine itself. Firstly, it was still being built and in testing throughout the creative planning process, which could have been limiting. Thankfully, a close relationship with the Mettler Toledo teams allowed us to get to know the product regardless. When it came to production, we slightly underestimated the weight and size of the machine! Luckily, everything went smoothly – although it could quite easily have been a different story.
The M30 R-Series delivers exceptional performance and a wide array of industry-leading features, which became the focus of the hero video.
"I was provided with a clear schedule, with regular check-in points, and provided with opportunity to flex where necessary. Deliverables arrived on time, every time, and were to an incredibly high standard with very little feedback from us."
"Their work has been the driving force behind us redefining our brand within the marketplace. We now have a stronger social media presence, and our video performance has increased year-over-year."
"As a result of the new content, third-party clients have seen marked increases in ROI"