// Fire Safety / Integrated Campaign
Hose Monster makes wireless flow-testing equipment for fire safety professionals. They had the best product in the category and no one outside trade shows knew it. The brief was to change that with a campaign big enough to match the technology.
The Challenge
Hose Monster's Smart Monster pressure transducer was a genuine leap in fire safety testing: Bluetooth connectivity, sub-GHz mesh networking, wireless range that punched through concrete walls. The problem was that the company had been selling almost entirely through trade show relationships. There was no cohesive campaign tying together the trade ads, the digital presence, and the product launch materials.
The brand needed a campaign concept strong enough to carry across every channel and tough enough to hold up in a blue-collar, no-nonsense industry.
My Role
I concepted and wrote the full "We Built the Perfect Beast" integrated campaign: full-page trade ads for NFPA and NFSA publications, email sequences for product launches including the Range Extender rollout, social media campaigns across Facebook and Instagram, and case study content. The campaign leaned into the industrial personality of the audience while positioning the technology as something genuinely new.
Publications
Campaign assets ran across NFPA Journal, NFSA publications, FME Magazine, and Intersec Dubai. Each placement was adapted for the publication's audience while keeping the "Perfect Beast" concept consistent across all touchpoints.
The Work
The "Perfect Beast" concept gave the campaign a voice that worked for the audience: confident, technical, and a little bit proud. The full-page ads ran in major trade publications, and the email sequences drove product awareness for the Range Extender launch, a piece of hardware that extended wireless range to 1,000 feet through physical barriers using sub-GHz mesh technology.
The tagline for that launch: "Break Boundaries."
Campaign spread across trade publications and digital channels
Impact
The campaign turned a trade-show-dependent brand into a multi-channel presence. The results speak for themselves.
Return on investment across the full campaign
Total campaign reach across digital and print channels
Engaged audience driving qualified traffic
New leads generated through campaign channels
Opportunities opened from campaign-attributed contacts
Total revenue attributed to campaign period
Total media investment across channels
Honorable Mention in Strategic Communications, Marketing/Promotion Campaign