Eaton Power Quality: Ticket of Terror

IT solutions brand Eaton Power Quality got jaded IT professionals to put their trust in its products through a tongue-in-cheek online mystery game demonstrating its expertise.

Campaign details

Brand: Eaton Power QualityAgency: Jack MortonMarket: United States

Business challenges and campaign objectives

Due to largely passive products, power management is a commoditized and undifferentiated category. Even those who do know of Eaton’s products are only in the market for them once every three to five years, so sales opportunities are limited.

Eaton’s engagement needed to seize the attention of time-strapped IT professionals, demonstrate superior understanding of its audience and persuade a skeptical audience, all while being outspent and outproduced by competitors. This necessitated an approach that left no question that Eaton is...

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