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OUR CHARGE

Launch the world's first handheld X-Ray detection device.

American Science & Engineering (AS&E) needed to elevate its product launch and drive global demand. The product in question was the Z Backscatter X-Ray imaging system, called MINI Z, that would allow law enforcement agents to detect and see threats anywhere, anytime.

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B2ME INSIGHTS

An X-Ray into our audience's mindset.

Our target of agents, officers and officials told us about their intense passion and sense of responsibility for protecting their country. The true definition of mission-driven. So we decided to give them a mission.

BUILDING BRAND TRUST

It’s one thing to tell you how small the MINI Z is. It’s quite another to show you.

In this Addictive Experience, we let prospective customers use the MINI Z to inspect areas that other x-ray technology simply can’t get to – like a subway station or the backseat of a car. 

LAUNCH THE MICROSITE  

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LAUNCH EVENT

Something small is coming.

We launched MINI Z with a high-profile event in Washington DC where we brought the scenes from the microsite to life through interactive stations where prospects could hold and demo a real MINI Z. Leading up to the event, a teaser video and email communications to existing customers.

MINI Z Teaser Video [00:47]

RESULTS

“Since the MINI Z campaign launched, product inquiries have dramatically exceeded our expectations and awareness of our brand has never been higher.”

Tim McCabe, VP, Marketing and Technical Sales, AS&E

4.5

minutes on site