Case Study - Clearview Traffic Group

Brief

Clear View Traffic Systems is a company dedicated to the production of traffic monitoring and safety systems and manufactures and distributes Astucia solar powered road studs around the world. Solar powered road studs are a technological evolution of the conventional cat’s eye which was developed in the early part of the 20th century and have been credited with saving tens of thousands of lives on the world’s roads.

CT-Live was contracted to create a complete marketing campaign to increase awareness of the solar powered road stud, the safety benefits it yields, its core technical and performance attributes and its sustainability credentials to an international trade and consumer audience.

Solution

Having agreed the core propositions with the client, CT-Live created a campaign which encompassed attendance at key traffic safety events, the development of a simulator to demonstrate the efficacy of the solar powered stud over the conventional cat’s eye which could be used at events, online and by distributors, print and digital direct marketing materials including an update of Clearview Traffic System’s corporate identity and a comprehensive trade and consumer PR campaign.

•     Online and at events the latest simulator and CGI technology was used to create an interactive “demonstrator” which allowed users to experience the actual difference between the view of a road where conventional road studs are used versus the brighter solar powered alternatives. Users of the software can actually switch between different environmental conditions they are “driving in” to see the difference in a split screen presentation.

•     A CGI “landing” animation was created to demonstrate simply and graphically how the stud captures ambient light with its in built solar panel, converts this to electricity which is then stored in its on board batteries and then is ultimately converted into a bright beam of light projected at an oncoming motorist.  

At events we employed the latest large format multi touch interfaces to display this material which further reinforced the hi-tech nature of the product.

We also created a new updated corporate identity for the whole of the Clearview Traffic Systems Group and this was used within a complete range of supporting print and electronic marketing material which was created to support the latest product evolution and refresh the look and interest in the presentation of the product.

Results

Aside from creating an exciting visual campaign around what is essentially a static product cast in resin, one of the most significant challenges of the project was the timescale for delivery.
 
From initial briefing to launch allowed CT-Live only eight weeks to agree the creative approach and deliver all materials for the launch event at the UK traffic expo in London. Through detailed project management CT-Live achieved this with several days to spare.

The launch campaign was deemed to be a complete success. All delivery schedules were met. Significant PR in major trade and consumer media including radio and television coverage was generated.  We achieved Radio 4 Today programme, front page broadsheet and national evening news coverage.  This coverage lasted over several weeks.

The campaign generated significant incremental returns from the initial investment.