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IHS Standards Expert


IHS Inc. is a leading provider of critical information and insight in the aerospace, defense, automotive and other related industries. IHS wanted to highlight the key uses and benefits of their Standards Expert software, the world’s largest online database of engineering standards from around the globe. IHS hired FX One Seven Zero to create an interactive marketing presentation that would resonate with a broad base of users and decision makers.

Because the marketing piece needed to address both the managers who would buy the product, as well as engineers who would actually use the product, the architecture of our presentation had to effectively communicate on different levels. We achieved this end by creating different kinds of messaging that targeted different audiences. Specifically, we created a general overview geared to all audiences, a video segment geared to managers, and a product tour geared toward engineers.


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(May take a minute or two to load, depending on your internet connection).


The introduction, which was built in Flash and included animations and narration, addresses the general audience and spells out the complexity of managing specifications from over 370 standards development organizations, and then educates the viewer about the Standards Expert solution. In this segment we illustrate the value of using Standards Expert instead of collecting all the various standards on one’s own. We wanted to quickly tie in an emotional element to which engineers could relate: what it’s like to let your team down. For emotional impact, we used an image of the Olympic trials when the US team drops the baton. We wanted engineering managers to make the emotional connection to the pain of that situation and relate it to their own context: If they don’t use the correct specifications, it could lead to grave consequences.



The video segment features the Senior Director of Standards Specifications at IHS. In the video, he highlights key benefits to upper-management decision makers. The video is interlaced with animation to provide a high-level conceptual overview of Standards Expert functionality and benefits.



The Product Tour is geared towards the engineers who would use Standards Expert, and showcases the specific features and advantages that lead to the benefits outlined in the video segment. The special challenge was to show enough of the interface to interest the user, but not to show so much that competitors could easily duplicate the interface. We worked around this by showing compartmentalized sections of the screens.


View animated presentation
(May take a minute or two to load, depending on your internet connection).

 
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