Challenge
Icuiti Corporation needed to change its name due to a dispute with a
large US corporation. At the same time, it was launching new additions
to its consumer video eyewear line in North America, Europe and Japan.
The lead time from renaming the company to the corporate and product
launch was only 45 days.
Action
Once the new name, Vuzix Corporation, was selected, NextPhase
created a complete marketing communications program including a
corporate identity, stationery, updated packaging, new marketing
brochures, presentation folder, slide deck and website. This was
followed by a print and online advertising campaign for its newest
product, the VR920 - a ‘virtual reality’ eyewear targeted to gamers. We
have since been involved in supporting various events and initiatives
throughout the year including CES, RetailVision, Fancon and the launch
of new consumer and medical eyewear products. Essentially, NextPhase has
become Vuzix’s external marketing department over the past three years.
Results
Vuzix consumer sales doubled from 2007 to 2008, while overall sales
have increased 50%. And consumer sales are projected to double again for
2009. Website hits have quadrupled from 60,000 to 240,000. According to
Paul Travers, Vuzix’s president, “Despite the tight timeframe,
NextPhase managed to pull through on every deadline and orchestrated an
amazingly successful launch. They have been an incredible resource for
us.”
