How to Launch a Product with a Teaser Campaign and VR Demo

The product, a digital sorting platform that is used to process foods including dried fruits, potato chips and nuts, had been in development for about five years and was Key's first major product introduction in a very long time, said Anita Funk, marketing communications manager at the company.

"This has been positioned internally as the most important product introduction in our company's history," she said. "Key had been seen as falling behind a bit in technology and not coming out with new product development as rapidly as our competitors. It was very important to release the product and get the news out to our customers about what we had been doing behind the scenes."

To do this, Key selected b-to-b agency SteinIAS about one year ago to develop a fully integrated campaign, including the product name, identity, messaging, launch campaign and sales enablement tools.

"As the relationship developed, we began to understand how revolutionary the technology they had created was and what it would do for the food processing industry on a global basis -- not just an evolution but a revolution from a tech perspective, like going from a flip-phone to a smartphone," said Ted Kohnen, managing director of SteinIAS San Francisco.

SteinIAS came up with the product name Veryx -- which has its roots in the Latin word for "true" and the Spanish word for "to see" -- and created a teaser campaign to introduce the product at the food processing industry's largest trade show, Pack Expo, which was held in Las Vegas at the end of September.

The campaign, called "The New Standard of Excellence," did not disclose the product name but was intended to create excitement around the product launch and drive traffic to Key Technology's booth at Pack Expo, as well as act as a lead generation tool.

Print and online ads, as well as emails, drove users to a landing page with a countdown clock and the ability to sign up and receive information about the product as soon as it was announced.

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