The client and the challenge
Engo makes augmented reality glasses for endurance athletes: race data displays directly in the field of vision, without looking at a watch. The product is remarkable. So is the problem: nobody types “augmented reality running glasses” into Google, because most runners do not know it exists. It is the classic, formidable challenge of innovative products: you must create demand, not capture it. And do it across several markets at once, because the target is global and sharp: demanding runners, triathletes, cyclists.
What we understood
For a breakthrough product, advertising must do a job classic e-commerce advertising does not do: educate. Before convincing anyone it is the right product, you must make people understand in three seconds WHAT IT IS and what it changes in a race. Product demonstration is not one format among others: it is the heart of the setup.
What we did
Creatives built around demonstration: showing the display inside the glasses, in real race conditions, from the athlete's point of view. Making people live the moment they understand, because that moment triggers everything else. Then international account management: adapting messages to markets, focusing budget where acquisition cost is best, and iterating on angles until finding the ones that turn viewers into buyers.
An innovative product does not sell by shouting louder. It sells by making people understand faster.
Launching a product your market does not know yet?
It is a pedagogy problem before it is a budget problem. 30 minutes with an expert to set the strategy. No commitment.
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