Background
Lion Apparel is the world’s largest manufacturer
of protective clothing. About 35% of all protective
fire clothing sold in North America comes from Lion. Lion
was preparing to launch a revolutionary
new protective system, isodri, to the national and international
fire service industry. Isodri is a series
of protective clothing components treated with Teflon® to
help reduce water absorption in the clothing. Water absorption
adds weight to protective clothing which in turn increases
the stress a fire fighter encounters. Water absorption
in clothing is also dangerous because the water can quickly
turn into
steam in high-heat environments and blow back on the fire
fighter, causing severe burns.
The fire service industry is a mature market with ingrained
buying patterns. The knowledge base of a person buying
protective clothing ranges from scientific expert to novice.
 Objective
The objective of the advertising
campaign was to generate favorable attention to the new
product and establish brand preference. The challenge
was to communicate the scientific material in a manner
that would be understood by both expert buyers and novices.
Methodology
To accomplish the objective, OIA performed extensive research into the buying influences of the fire industry. The findings were incorporated into the development of a logo, pocket folder brochure, individual product brochures, a
series of full-color advertisements, newsletters, trade show booth design, signs, posters, news
releases, fact sheets, special events, multimedia
presentations, 3-D animation, web graphics,
and media communications.
Employing its wealth of resources, the OIA team delivered all facets of the campaign on time and
on budget. Whether it was in a four-color publication, on a crowded trade show floor, or in the overflowing in-basket of a fire chief, the isodri materials were designed to command attention and generate interest.
Results
Today there is a strong surge of product preference for isodri Protective Systems. During the past year, more than 75% of the buying population responded to ads, direct mail, and trade show displays by requesting more information on the product.
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