Concept Development
Illustration
Direct Mailers
Landing Page Design
Event Banner Design
To raise awareness around the GE Pump Station Appliance, we needed a campaign that addressed common concerns about water treatment—while positioning the product as a simple, cost-effective solution. Enter Walter: a fictional character who brought those concerns (and answers) to life in a way that felt both relatable and informative. The campaign launched with a direct mail series leading up to a major technology conference, where Walter made a return appearance through conference signage and event materials—all designed to drive engagement and direct attention to the product’s landing page.
The Challenge
The product itself wasn’t visually compelling, and the target audience wasn’t easily moved by tech specs alone. We needed to create interest and build trust—fast—without relying on flashy visuals or complex features.
The Approach
We introduced “Walter,” a fictional pump station manager who personified the audience’s concerns. Through a series of postcards, Walter posed common questions—about ROI, scalability, and ease of use—then answered them inside, guiding recipients to a landing page. The drip campaign built momentum leading up to a technology conference, where Walter reappeared on banners throughout the venue, reinforcing familiarity and driving engagement.
Results
The campaign drew traffic to the landing page, raised awareness ahead of the conference, and sparked meaningful conversations at the event. Walter became an unexpected yet welcome ambassador for a device few were excited about before.
Why it Worked
By humanizing the story and speaking directly to the audience’s real-world concerns, we turned a product with low visual appeal into a solution that felt personal and practical. Walter gave a face to the features—and made a complex decision feel simple, relatable, and smart.
Concept Development
Illustration
Direct Mailers
Landing Page Design
Event Banner Design
To raise awareness around the GE Pump Station Appliance, we needed a campaign that addressed common concerns about water treatment—while positioning the product as a simple, cost-effective solution. Enter Walter: a fictional character who brought those concerns (and answers) to life in a way that felt both relatable and informative. The campaign launched with a direct mail series leading up to a major technology conference, where Walter made a return appearance through conference signage and event materials—all designed to drive engagement and direct attention to the product’s landing page.
