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iPhone 5 Release & the InvisibleSHIELD Extreme Case Study

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the PRODUCT
The  invisibleSHIELD EXTREME is a new type of film that has built-in shock resistant technology that protects against drops,.  With some further testing we found that the EXTREME also protects against extreme situations and conditions.

the iPhone 5
ZAGG has been riding the technology wave since 2005.  Whenever Apple releases a product it blows up the internets.  We decided to launch the EXTREME film during the iPhone 5 launch to maximize exposure and interest.

the SETUP
ZAGG was going to spend a grip load of money on TV and online advertising one week before and 2 weeks after the launch of Apple’s iPhone 5 launch date.  About a third of budget was for a YouTube campaign using Adwords.
This was one of ZAGG’s biggest launches ever so there was a lot of pressure on the video team to produce a high quality video that would convert people into customers

the VIDEO
ZAGG is stepping up to be the preferred brand.  We wanted to create a high quality video that showed just how effective and sexy our product is and to do it with a wow factor.  What better way to do this than Slow-Motion.  By using a Phantom camera that shoots up to 3,000 FPS in 1080P we exposed the current iPhone wrapped with the invisibleSHIELD EXTREME to extreme conditions. Dropping the phone on a bed of nails, hitting it with a hammer, shooting it with rocks from a potato gun were all deadly tests to see if the EXTREME could hold up.

Phantom Camera Setting up Shoot

Song choice was important to this piece to help the viewer feel the intensity, beauty and effectiveness that the EXTREME offers people. It also had to be dynamic enough to show the various hits from tests with the iPhone.  Naturally we chose the song, Aqua Vitae, by Beuran Hammar.  The song was a perfect fit.  We spent a good chunk of change to obtain the rights and license this song for the video.  It was  money well spent.

the SHOOT
The invisibleSHIELD EXTREME passed all the tests you see on the video except for the cinderblock.  We did end up breaking five iPhones.  In case you were wondring, an iPhone will break if you shoot nails out of a Potato Gun at 50 PSI but not 40.

the Launch
We launched the Video on our YouTube channel ZAGGtv and blasted it out to the masses through our social media and email list.  We used the Google TV advertising platform to buy TV time.  Right before the launch, Google announced that they were closing down Google TV advertising to focus on the future of advertising- which is YouTube.  ZAGG was one of the last companies to use this platform.  The commercial was shown on various TV stations including Discovery Channel, BBC, ESPN, USA, SyFy, FX, Spike TV, G4, TBS, Comedy Central, Bloomberg and Travel Channel,

the RESULTS

  • The EXTREME Campaign was extremely successful for ZAGG.  The video reached 1 million views on YouTube within 2 weeks of the  launched date.
  • The TV Commercial received 42 million impressions which attributed to 389,000 visits to ZAGG.com
  • The EXTREME video combined with ZAGG’s social media attributed to + 19% ROI for the invisibleSHIELD EXTREME campaign
  • Within the First 30 days of launch ZAGG received a total of 47,850,000 brand impressions which lead to 346,148 units sold of the EXTREME which turns into a shitload of money.  (I’m not allowed to release the revenue numbers)
*  Based on the success of this campaign we can totally justify doing the same thing for new product launches in the future.

 

 

 

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