Aleph Objects, makers of the award-winning LulzBot 3D Desktop Printers, has selected Made agency, a marketing enterprise specializing in brand transformation, to develop an overarching brand strategy and creative campaign that highlights the untapped potential of 3D printers.
3D printers are used to great extent in prototyping, education, research, and final-stage manufacturing. But for mainstream consumers, excitement around 3D desktop printing has tapered off from its high mark in 2014. A flood of low-cost unreliable printers hit the market, causing many consumers to lose interest. And, when the machines did work, most people used them to print ornamental objects or novelties.
“‘Make Everything’ captures our commitment to manufacturing tools for evolved making,” said Harris Kenny, president of Aleph Objects. “With Made, we found a partner crazy enough to help us share this story and we are excited about challenging users to ask themselves, what can’t they make?”
Aleph Objects bucked this trend, remaining focused on making tools for serious users with applications ranging from turbines to motorcycle parts to more 3D printers. One user recently finished a working homemade electric airplane. Made and Aleph Objects are seizing this opportunity to usher in a new era of making. With their new brand strategy and marketing campaign, LulzBot has a message for users— “Make Everything.”
“When advanced manufacturing technology, the kind of stuff that’s normally reserved for big corporations, makes its way into the hands of individuals, things start to get interesting,” said Dave Schiff, Founder and Chief Creative Officer of Made. “Making things you would normally buy completely disrupts consumerism, and it’s gonna happen more and more in the future.”
The first iteration of the campaign is a back-cover ad running in an industry magazine publication. What appears to be a typical ad for a luxury watch, complete with dramatic lighting and brooding male model, is actually an ad for LulzBot 3D printers. And instead of a call-to-action that involves visiting a local retailer, consumers are directed to LulzBot.com/make-time for a free downloadable CAD file of the watch featured—easily printable on a LulzBot.