Ask around on a job site, and people will tell you that Fluke tools are the ones they trust with their lives. But in an industry dominated by the constant addition of irrelevant bells and whistles, and cheap knock-offs, how does Fluke stand out as a real innovator?
A global campaign answers that question with the Fluke Difference. Research into why people buy FLUKE tools over other competitors was conducted in North America, China, and in Brazil. We found that customers know that FLUKE tools are the best they can buy. When they are on tough jobs they know they can trust the tools. We found that before leaving the lab, every innovation has been inspired by the scars and sweat of real-world professionals, on real-world job sites.
The research gave us the strategic and creative direction for print and online executions that brought this difference to life. The tools aren’t clean. The faces aren’t polished. The features of each tool are connected to a real-life situation. Because at Fluke, the grit of real life sparks real innovation. Finally, the work was put into the test market, where it resonated universally.
