To introduce a newly redefined line of wheel balancers from one of the industry’s long-time European leaders, we were tasked with creating a campaign that would not only engage customers but also foster brand loyalty and get them to buy into the product line. The launch needed to highlight key market differentiators of precision, increased productivity and ease of use. The “Shortest Distance to a Straighter Line” concept was a natural fit, and resonated with customers big time. With an integrated system of print ads, sell sheets, full-line brochures and videos (all translated for various European markets), the client’s sales team was prepared at every phase of the buying process. The result? Straight-up success.