Torpedo was briefed to design and create a highly targeted and engaging piece of content to target specific building product manufacturing companies. These target accounts already used Autodesk Inventor to create building product models – the goal was to get them to convert those models into BIM objects to make their product models more accessible to their customers.
The target outcome was for users to contact their Autodesk Named Account team to schedule a 1-to-1 session/meeting – for them to learn more and engage with Autodesk at a strategic level. Autodesk could then bring in their subject matter experts to explain the benefits of BIM in more detail, with the ultimate goal of encouraging the Named Accounts to start using Autodesk BIM solutions.
BIM-ready product models are information-rich, digital representations of products that are compatible with BIM models. It’s all about the process and benefits of making product models more accessible to the people who use them, so we decided the most impactful way to deliver this as a story was to create our own 3D model to represent the target account’s key product. The 3D model of the product would be at the centre of the whole experience: a targeted landing page.
As this was a project with multiple target accounts, we took the idea one step further and created a series of models that would relate to each of the products made by the target accounts individually. In this way, the model would always be relevantly matched to the audience. For example, we created an elevator, an HVAC system, an escalator and a set of doors.
In each case, the model moved through the various sections of the landing page into different environments and views representing the journey that users ‘shopping’ for BIM models would go through. The smooth transition between each stage of the narrative helped make the process of creating a BIM model seem as simple as possible. Underpinning the visual narrative was personalised copy outlining the benefits of adopting this workflow, providing qualitative and quantitative validation via statistics and customer endorsements.
This campaign page was then pushed out to specific individuals within the targeted accounts via Email, LinkedIn InMail and promoted LinkedIn posts, leveraging creative from the page itself to keep the user journey – from traffic driver to landing page – consistent and simple to understand.
The project received universal praise from the client and associated stakeholders, and the results have been impressive. The average engagement time is 5 minutes 43 seconds on the site, resulting in a number of new opportunities. It was particularly impressive that on a fairly long 8-section page, 75% of people scrolled all the way to the bottom, due to the creatively engaging and innovative scroll experience