Client:
Extensis, owned by Celartem, a Japanese software company, is the global leader in font and creative assets management software for the creative and graphics industry.

Challenge:
Extensis needed a novel, interactive launch campaign for Suitcase Fusion, their latest industrial-strength, professional font management solution. A recipient of a 2006 Macworld Best of Show Award, this product combines the characteristics of their two powerful font management predecessors: the ease of use of Suitcase and the back-end power of Font
Reserve. Most of the Extensis audience—largely designers and pre-press professionals—was already aware of the functionality provided by Suitcase, and interested in the additional functionality of Font Reserve. The key was to drive home exactly how Suitcase Fusion incorporates all the important features these creative professionals demand.

Solution:
The Overland Agency created an animated Flash piece for the Extensis homepage, and a series of banner ads designed to quickly demonstrate the combined power of the new product—and drive sales motion down the upgrade and purchase paths. Because the product operates like a “font scientist” (automatically activates exact versions of fonts in a document, eliminates font conflicts, and offers advanced search capabilities), Overland chose scientific themes and images to demonstrate these robust features. Mid-century-looking scientists enter and exit the frames to highlight the combining forces, as the two software predecessors collide to create Suitcase Fusion. The background includes equations, molecular themes, and fonts. The homepage Flash piece and the banner ads resolve on clear calls to action, driving users down either the upgrade or purchase paths.

Result:
Overland created an award-winning interactive campaign that successfully fulfilled the brand and marketing goals of the Suitcase Fusion launch. The deadline was short, and Overland delivered a creative approach that made an immediate impact on the viewer, leading to a significant increase in upgrades and sales of the new product.

This project won:
2006 International Davey Awards: Silver Award, Website/Online Marketing