Revolutionising Helmet Safety: Launching Lazer’s KinetiCore Technology
Client
Lazer in-house
Year
2021
Overview & the challenge
KinetiCore is Lazer’s revolutionary rotational impact protection system, seamlessly integrated into helmet design. Unlike traditional add-on systems, KinetiCore is an intrinsic part of the helmet, offering enhanced safety without compromising weight, ventilation, or cost.
As a member of the Lazer marketing team, I was responsible for crafting a campaign that effectively communicated the groundbreaking nature of KinetiCore to our customers, positioning it as a game-changer in helmet safety.
The campaign needed to:
- Clearly explain the benefits of KinetiCore as an integrated solution.
- Differentiate it from traditional rotational impact systems.
- Engage diverse audiences, including advanced cyclists, retailers, and ambassadors, through tailored messaging and creative assets.
- Ensure consistency across global marketing materials, packaging, and digital platforms.
As a key contributor to the campaign, my responsibilities included:
⸺ Creative Oversight
Supervising and guiding all creative aspects, ensuring alignment with Lazer’s brand identity and campaign objectives.
⸺ Agency Collaboration
Partnering with an outdoor sports creative agency to develop high-quality campaign assets.
⸺ Global Launch Materials
Leading the development of packaging designs, print ads, in-store displays, event resources, and educational materials.
⸺ Video Production Direction
Directing the creation of multiple video series, including:
A teaser video immersing viewers in the innovative helmet design, featuring a "canyon sequence" inside KinetiCore.
Awareness videos introducing the concept of rotational impact protection and the benefits of KinetiCore.
Educational videos simplifying the science behind rotational impacts and showcasing KinetiCore’s effectiveness.
Product-specific videos highlighting key helmet features using dynamic 3D environments.
⸺ Brand Guidelines
Establishing a comprehensive set of guidelines to ensure consistency across all creative outputs.
The Outcome
Key Takeaways
The campaign delivered:
- Effective Communication: Clear, engaging messaging that educated customers on the advantages of KinetiCore.
- Multichannel Impact: Cohesive creative assets across print, digital, in-store, and event materials.
- Market Differentiation: A unique positioning for KinetiCore, setting it apart as a groundbreaking solution in the industry.
- Scalability: Comprehensive brand guidelines and systems to support future product launches.
This project demonstrated my ability to:
- Translate technical innovations into compelling customer narratives.
- Oversee complex, multichannel marketing campaigns from concept to execution.
- Leverage creative storytelling and visual design to elevate product perception.
By blending creativity with strategic insight, I played a pivotal role in positioning KinetiCore as the ultimate integrated solution for rotational impact protection.
