Background

Spectra Advantage is an integrated marketing and sales software tool providing precise consumer targeting for brand marketing, sales, category management, and consumer promotions. The Spectra proprietary household segmentation approach allows for profiling consumers’ product purchases and shopping behavior, and targeting highest potential households where they live and shop.

Nielsen is the world's leading provider of market research, information and analysis to the consumer products and services industries. Over the past 50 years, clients in more than 100 countries have come to rely on ACNielsen's insights, products, analytical tools and professional service.

Design Goal and Objectives

• Brand the launch of Spectra Canada
• Build a campaign around the concept of Spectra intelligent targeting

Challenges

Design challenges addressed included

• Create a unique branding for Spectra within the existing identity rules
• Leverage the new identity to maximize the return on design
• Keep image non-specific so messaging can change

Design Solution

traffic produced a Common Creative Architecture for the Spectra branding that consisted of a layered collage that depicted the concepts of intelligent targeting. Based on the Spectra branding, traffic created various print materials including a presentation folder and sales sheet. An interactive multimedia flash presentation was authored for the launch event that visually represented all 11 of the Spectra clusters. A Spectra web site was created and the flash was repurposed for use on the site.

Results

The Spectra identity and flash branded Spectra in Canada. The campaign created the required awareness and ‘buzz’ for the launch event. traffic continues to create for ACNielsen.