VideoIQ from GE Interlogix is a new form of video surveillance
technology that actually distinguishes human activity from
other motion. Pretty cool stuff. And GE needed a complete
product launch—including video, print materials, advertising
and online promotions—all consistent with GE’s
new “Imagination at Work” graphic identity.
started with the video, which premiered at a major security
industry trade show. Actual VideoIQ footage showed how it
ignores repetitive background motion and distinguishes human
from other movement like cars or dogs. Sanda also put the
video on a demo CD and created a streaming version for the
page on the GE Web site.
Advertising and product literature, as well as the Web site,
continued the “We Know It’s
developed for the video. Copy and illustrations helped
explain the technology that distinguishes VideoIQ from conventional
forms of intrusion detection.
Finally, Sanda created an e-mail
blast—a first for GE—that
went out to more than 9,000 potential VideoIQ customers. And
the results were as exceptional as the product.
More than 3,500 recipients opened the e-mail, a 37% open
rate compared to an industry standard of 4%. Of those who
read the e-mail, 14.1% clicked through to the VideoIQ Web
site (2% is the average click-through rate). And among the
496 recipients who went to the VideoIQ Web site, 306 of them
(61%) requested additional information.