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Global Hardware Brand & Documentary Campaign

Topcon repositioned itself from hardware vendor to visionary infrastructure partner through a global documentary campaign. By capturing stories from leaders at Intel, SAP, and major construction firms, the campaign framed Topcon at the center of innovation and infrastructure. Filming across the U.S. and Europe, paired with awareness marketing, generated measurable engagement and created lasting narrative assets that fueled sales, marketing, and industry credibility.
Categories
B2B
Hardware
Infrastructure
Construction
image of office building (for a digital marketing & advertising agency)
Role
Growth Marketer & Project Lead | Agency Partner
Client
Topcon
Year
2023
Status
Completed

Problem

Topcon needed to move beyond its reputation as an equipment provider and establish itself as a technology leader in global infrastructure conversations.

  • Infrastructure and construction audiences saw Topcon only as a hardware vendor
  • Few brand storytelling assets existed to speak to global trends or technology adoption
  • Needed narrative content to engage stakeholders, media, and prospects

Actions

Led the strategic, marketing, and production coordination of the campaign.

  • Defined core narrative around infrastructure challenges and tech innovation
  • Recruited global thought leaders from Intel, SAP, Belford Beaty, and Civil Engineering Society
  • Managed logistics and travel planning for U.S. and European shoots
  • Oversaw script development, discussion guides, and documentary structure
  • Directed awareness campaigns post-launch to drive traffic and engagement

Results

The campaign repositioned Topcon as a thought leader in infrastructure and technology.

  • Documentary and trailer showcased Topcon at the center of the global dialogue
  • Filming spanned multiple geographies and featured world-recognized executives
  • Awareness campaigns drove traffic and engagement with campaign content
  • Opened channels with media, partners, and prospective customers

Impact

The project created lasting brand assets and credibility.

  • Strengthened Topcon’s role in global infrastructure and construction discourse
  • Produced reusable narrative content for sales, marketing, and investor channels
  • Supported future storytelling and outreach beyond the initial campaign

Metrics

  • 235,400 Trailer Views and Impressions
  • 10% Watched Full Trailer
  • 118 Users Shared Trailer
  • Documentary and trailer released globally
  • Filming locations included Livermore, Santa Clara, Chicago, Liverpool, Rotterdam, London
  • Interviewees included leaders from Intel, SAP, Belford Beaty, and Civil Engineering Society
  • Awareness campaigns increased engagement and site traffic (TODO: add % growth)
  • Brand repositioning generated follow-up interest from media and stakeholders

Additional Resources

image of game development process (for a mobile gaming) - collaborative team meeting
image of game development process (for a mobile gaming) - collaborative team meeting
image of game development process (for a mobile gaming) - collaborative team meeting
image of game development process (for a mobile gaming) - collaborative team meeting
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