Press Release

30.08.07Red, Hot and Ready To Play

Allied Vision Technologies launches new worldwide communications campaign.

Allied Vision Technologies, the leading supplier of industrial digital cameras is currently going public with its new international advertising campaign with ads placed in the most important machine vision trade magazines.

Breaking Industry Conventions
Unexpected ad visuals include a chilli pepper, a razor, a light switch – even a bubble gum vending machine. A campaign of this type is something new for the machine vision market. Allied Vision Technologies is thus cutting a new path, breaking with convention and once again documenting its claim as a leader in the industry and as a modern and innovative company.

Several ads were created through close cooperation between German and American advertising agencies Hubert Eckl Design and Strand Marketing, and are now being run in trade magazines worldwide. The focus here is on the successful PIKE and GUPPY models, whose outstanding product features are conveyed with clear symbols, unexpected contexts, bold headlines and appealing text. With the slogan, “Seeing is Believing”, Allied Vision Technologies connects with new groups of users and validates the investments made by the company’s existing customers.

Worldwide Consistent Image
The starting point for the new campaign was to consider the international distribution of Allied Vision Technologies and to ensure brand recognition among an increasingly globalized group of target customers. This required development of a campaign that fulfils multiple criteria:

• The creative establishment of a fixed visual framework for ads that can be understood worldwide and that distinguish the image of Allied Vision Technologies regardless of the use of varying visuals
• Surprising and eye-catching visuals that convey the unique selling points of the brand and product
• Use of a simple, understandable and at the same time humorous communications language with the target group
• Creation of a slogan and logo as the identified communicative source of the brand, the product, and the brand and product promise: “Seeing is Believing” – the new slogan for AVT

No other company in the market sends such clear signals with its product design as does AVT – that’s why absolute unity governs with regard to the basic elements of the campaign.

The dominant color for the ads is always red, for example, which supports brand recognition. The product appears to float over a stage, making it the “hero” of the ad. Surprising visuals that draw attention to the product present the hero of the ad in a dramatic manner and directly convey the product benefits with humor: The light switch stands for simple operation; the pepper and the razor for the sharpest images; and the bubble gum vending machine, filled with tiny Guppy cameras from AVT, for extremely uncomplicated use in all application areas at truly economical prices.

In depicting the brand logo and the “Seeing is Believing” slogan, the creative center selected a simple and thus all the more effective variation: The product itself is designated as the logo and is at the same time combined with the brand promise: Seeing is Believing.