CREATING A WORKPLACE HEROCase Study


INSIGHT

For millions of workers, the kind of sudden, catastrophic fires known as flash fires are a significant occupational concern. But helping workers appreciate the risk—and getting them to wear appropriate protective clothing—isn’t always easy.

For years, DuPont had taken its Thermo-Man® burn evaluation manikin on road, traveling from state to state and factory to factory to show workers firsthand the intensity of workplace fires and the benefits of wearing protective garments made with its flame-resistant Nomex® brand fiber.

After more than 40 years in service, though, Thermo-Man® had lost some of his original spark, and the crowds at his demonstrations were dwindling.

SOLUTION

OneMagnify created a new visual identity for Thermo-Man® that took its cues from comic culture and played up his heroic side.

With a freshly designed website, an agency-produced animated video and effective lead-capture tools, Thermo-Man® was ready for his reveal as a bigger, bolder marketing tool—attracting new audiences to witness the risks of workplace fires and to invest in workwear made with DuPont™ Nomex® fiber.

Award: 2016 Davey Award for an integrated campaign.

IMPACTResults


The campaign achieved the following results:

28%

click-through rate

24%

open rate

17%

of click-throughs
shared or
forwarded an email

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