The Connected Life
As HARMAN prepared to launch its Connected Services division, it needed a hard-working campaign to generate awareness, education, and ultimately adoption. Communicating the increasing ubiquity of connected services in daily life was paramount to help B2B audiences understand how to avoid being left behind. I was the ACD and Copywriter leading the creative and working closely with cross-functional teams to build the paid, owned, and earned campaign in time for Mobile World Congress.
The campaign was geared toward businesses that could leverage HARMAN’s technology in their devices or software. Since white papers are popular with a B2B audience, it’s what the client asked for—until I sold them an interactive infopaper to elevate the white paper for a connected audience.
To highlight how HARMAN’s connected services make life possible, I felt it was important to get personal—not just technical. I developed a whole new medium to match the newsworthy nature of the launch: the infopaper—an interactive, digital whitepaper that incorporated a fictional narrative thread with influencer opinions, infographical stats, and HARMAN sales information to educate, entertain and drive engagement. Print and digital ads helped drive downloads and awareness.
Results greatly surpassed benchmarks and expectations.