Luminate Control Tower POC campaign.
Leadership, Creative Strategy, Ideation, Concept, Design, Creative Writing
The challenge
Luminate Control Tower, JDA's brand-new signature offering, was a fantastic product...that nobody knew about. Our job was to get the message to key decision makers, ensure it was looked at, and ultimately close deals.
The solution
Concentrating on the value proposition that LCT gives customers complete end-to-end visibility, we landed on the idea “nothing can hide”. We asked ourselves what or who tries to hide?
The answer...?
ELVIS!
ELVIS!
ELVIS!
ELVIS!
ELVIS!
Nothing grabs attention like The King. Over the past 4+ decades since he “allegedly“ passed away there have been countless sightings and rumors that he is still alive. Has he been found by Luminate Control Tower?
The keystone of the effort was a direct mail piece featuring a limited-edition Elvis bobblehead.
The keystone of the effort was a direct mail piece featuring a limited-edition Elvis bobblehead.
The keystone of the effort was a direct mail piece featuring a limited-edition Elvis bobblehead.
The keystone of the effort was a direct mail piece featuring a limited-edition Elvis bobblehead.
The keystone of the effort was a direct mail piece featuring a limited-edition Elvis bobblehead.
This supercool limited-edition Aloha from Hawaii Elvis bobblehead was accompanied by a replica of Elvis’s famous lightning bolt “TCB” necklace. Elvis designed the necklace to represent his life motto: Taking Care of Business in a Flash. His motto lead to the idea of TCB with LCT (Taking Care of Business with Luminate Control Tower).
The offer and key product benefits were delivered via an "Enquirer" type gossip rag.
The offer and key product benefits were delivered via an "Enquirer" type gossip rag.
The offer and key product benefits were delivered via an "Enquirer" type gossip rag.
The offer and key product benefits were delivered via an "Enquirer" type gossip rag.
The offer and key product benefits were delivered via an "Enquirer" type gossip rag.
We built an engaging story that directly spoke to the products main benefit while making it fun and memorable. Our tabloid included some fun facts and made-up stuff about The King such as sightings reported by Luminate Control Tower.
For event welcome packets, we created life-size cardstock cutouts of the bobblehead‘s head.
For event welcome packets, we created life-size cardstock cutouts of the bobblehead‘s head.
For event welcome packets, we created life-size cardstock cutouts of the bobblehead‘s head.
For event welcome packets, we created life-size cardstock cutouts of the bobblehead‘s head.
For event welcome packets, we created life-size cardstock cutouts of the bobblehead‘s head.
All communications led to a dedicated landing page for offer details, additional product features/benefits and related resources.
The power of this concept / execution is that it changed perception.
The power of this concept / execution is that it changed perception.
The power of this concept / execution is that it changed perception.
The power of this concept / execution is that it changed perception.
The power of this concept / execution is that it changed perception.
Previously, the recipients expressed that they were not interested in JDA - this campaign changed that. It got their attention and helped them realize that JDA was an innovative company that thought differently.
Results fit for a king.
Results fit for a king.
Results fit for a king.
Results fit for a king.
Results fit for a king.
$2.5+ million in revenue generated.
This rockin', memorable campaign delivered two new customers as well.
The campaign also won a few design awards, and while that's cool, closed-deals and big numbers that directly affect the bottom line were the results needed.
Taking care of business - one bobblehead, tabloid, and landing page at a time.
Taking care of business - one bobblehead, tabloid, and landing page at a time.
Taking care of business - one bobblehead, tabloid, and landing page at a time.
Taking care of business - one bobblehead, tabloid, and landing page at a time.
Taking care of business - one bobblehead, tabloid, and landing page at a time.
Fun fact: Elvis was humble and did not like being called a The King. His friends called him “E”.
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