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.

Sanda 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 activity from other movement like cars or dogs. Sanda also put the video on a demo CD and created a streaming version for the VideoIQ page on the GE Web site.

Advertising and product literature, as well as the Web site, continued the “We Know It’s Human” theme 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.