The challenge.

Fusion 360 is a cloud-based Autodesk product – and the first ever cloud-based design application for mechanical and industrial design professionals. For this sector, Fusion 360 represented a whole new way of working – and for some of the target audience, unfamiliar territory. As it was our job to devise and implement the product launch campaign, this was an issue we’d need to address.

Using the user in the campaign.

To take away some of the trepidation that comes with investing in this kind of advanced software, we focused on something the audience would be familiar with – their peers. So a campaign featuring customer-focused imagery and testimonials from those already using the software was devised and agreed with Autodesk. Alongside assets such as print and online advertising, an event app was created using the design of the main product and community websites, Fusion 360 and Fusion Hub. (Fusion Hub is an online community for users of the software.)

Focusing on customers throughout the campaign was a theme that resonated well with the target audience. The launch campaign was a huge success, both internally at Autodesk and within the industrial design sector.