FLEx (now Azumo) Case Study

THE SETUP

Nobody was searching for it

FLEx Lighting Solutions built a front light for displays. It is ultrathin, flexible, readable in sunlight, and it lets a device run up to five days on one charge.

The technology was real. The demand was not, because a front light was an unfamiliar idea to the engineers and designers who would specify it. They were not searching for it. Most did not know the category existed.

FLEx asked us to generate awareness and bring in leads at the same time.

Lead gen normally starts with people who already know they have a problem. Here we had to establish the problem first, then introduce a solution nobody had a name for.

Our campaign captured more than 400 qualified leads in three months.

THE SOLUTION

Account based marketing built for skeptics

For consumers, the lightguide is a convenience. For industrial, medical, and IoT devices, it carries safety and efficiency benefits that matter, meaning devices draw less power and, in some cases, achieve better outcomes. So we targeted designers, engineers, and the C-suite inside those three verticals.

FLEx described itself as a lighting company. The people who needed it were not shopping for lights. They were looking for ways to cut power draw. We built a microsite around that instead, teaching visitors how display stacks work and where the energy actually goes.

Program highlights include:

A focused account-based marketing program across three verticals
A microsite built around energy efficiency instead of lighting
Case studies, a video, a display technology timeline, white papers, and SlideShare content
Display advertising built on the existing FLEx brand aesthetic
Prototype demonstrations and proof points in place of marketing language
The Get in Front campaign platform

THE STRATEGY

Establish the problem before selling the fix

Engineers and designers had used backlights for years because there was no viable alternative. The power draw and inefficiency were accepted costs that nobody was actively complaining about.

So the messaging brought those costs forward. We named a problem the audience had stopped noticing, then put FLEx in the space it opened up. Get in Front was built to unseat the backlight before it ever asked anyone to consider a replacement.

This audience avoids marketing on purpose. They want to control what they evaluate and what they buy. Flashy language would have ended the conversation, so we learned how they talk and met them where they already spend time. Proof points and prototypes did the persuading.

The design work supported that. FLEx had a clean brand already and we pushed it further on the microsite and in the ads. Crisp black and white, minimal iconography, room for the content to carry the weight.

THE RESULTS

Awareness and pipeline from the same campaign

Results below cover the first three months of the ABM program, measured year over year.

103%

Increase in website traffic

129%

Increase in unique visitors

400+

Qualified leads

Why it matters:

Unique visitors grew faster than total traffic, so the campaign was reaching new people rather than pulling the same audience back
More than 400 qualified leads came from a microsite for a product category the audience did not know existed three months earlier
The content library started a broader conversation about backlight efficiency, which is groundwork FLEx kept benefiting from after the campaign