Building awareness upfront
FLEx Lighting Solutions created a revolutionary lighting system for displays—so revolutionary that devices could stay powered up to 5 days on a single charge. This new ultrathin front light is very thin and flexible, and works well in sunlight, unlike the ubiquitous backlight. The only problem? The idea of a front light is so foreign to engineers and designers that they wouldn’t even know what it is. So FLEx asked us to help get the word out and bring in some leads.
The approach
Shining the light on FLEx
Running a lead gen campaign with tech that was previously inconceivable is no easy feat. It requires quite a bit of awareness upfront. We knew that we had to hit the right people at the right time in the right place with the right message—and introduce a whole new type of display light. So we dove in head first to account based marketing.

Focusing on the right people
For consumers, the lightguide would be a huge convenience. But for industrial, medical and IoT devices FLEx offers some huge safety and efficiency benefits—which could translate to more lives saved and more devices using less power. So we targeted designers, engineers and the C-suite in those verticals.
A microsite with big ambitions
FLEx thought of themselves and described themselves as a lighting company, but the people who would be interested in their technology weren’t necessarily looking for a new light. They were looking for ways to be more energy efficient. So we built a hyper-focused microsite that educated people on display stacks, and where most of the energy gets wasted. And when they learned about the technology, we wowed them with case studies and slide shares.
Talking tech to techies
Our audiences generally avoided marketing—they wanted to be in control of what they bought and used. So we learned their language and went to where they were hanging out. Flashy language wouldn’t do, so we put the incredible proof points and FLEx prototypes in front of them instead.