LECTRA

How to regain a leader status when technological innovation is not a leverage to differentiate oneself?

The ‘masterpiece’ concept: a response that builds brand leadership and widens the gap because ‘only excellence drives to long term success’.

Bug launched the campaign in two phases: a innovative teaser announcement, which plays on the ressemblance between the cutting machine and a race car. Then two print ads highlighting the superiority of the offer thought down to the smallest detail. The campaign finished with a catalog shedding the light on the cutting-edge technology.

Results: the campaign launched the product seamlessly into public’s awareness at the same time solidified the perception of Lectra on the market.