An X-traordinary Product Launch in a New Market

Providing innovative industrial camera solutions within countless industries since 1963, JAI is out to conquer the volume market. But in an industry saturated in similar product features, JAI and Sunrise understood the key to success was to find a space to stand out. In this process, we found just the kind of X-factor we were looking for.  

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The objective

With its strong heritage as a premium industrial camera supplier, JAI is setting out to conquer the volume market, which is characterized by fierce competition, sharp prices and similar products.

The first step on this journey is the launch of JAI’s Go-X series. In an industry where everyone is shouting about similar product features, JAI, together with Sunrise, assessed their ability to differentiate from the competition. The conclusive answer was to create a distinctive position by leveraging JAI’s unique heritage and outstanding reliability.

“The product concept has given JAI a fresh new voice and identity, allowing us to create a “splash” in, what to us, is a relatively new market, so that we can establish JAI properly from the get-go. We believe this acts as a strong foundation for gaining future market share.”

Usman M. Syed, VP Strategy & Digital Innovation

The solution

Sometimes the solution is closer than you think. Sometimes it’s right in front of you, or actually – in the name of the product itself. That’s why the team landed on the concept: “Go for X”. “Go” being actionable and “X” being the X-factor, that has enabled JAI to engage with its target audience in a compelling way. Visually, the solution was to highlight “X” as a dominating graphic element, using this to draw the attention of potential customers and refer to one of their key drivers in the communication – “X-ceptional” reliability and manufacturing quality.

The results

The result is a product concept, that enables JAI to communicate in an exclusive and eye-catching way about their new offering to the market. Surrounding the product concept is an integrated campaign all designed with one specific focus in mind – to drive commercial goals.

Do you want to hear more?
Contact Associate Partner
Phillip Jein
+45 25 48 93 18 or pj@sunrise.dk

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