TE Connectivity: Full Axs Mini Campaign

"Redefining Ruggedness" with TE Connectivity's FullAXS Mini campaign. Boasting smaller, stronger protection for tech assemblies in the wild, a bold character led this strategic campaign to success.

When TE Connectivity was ready to launch their new FullAXS Mini protectors with a full infographic, we brainstormed on best ways to incorporate a smart, lovable character to explain sales points and product benefits. With his rugged style and smaller stature, I introduced Mini Pete and created an infographic layout to take consumers through the installation process and explain the many benefits of FullAXS Mini components. Once the graphic was launched and it was clear that Pete was a hero among heroes, the project scope was expanded to include a series of banner ads, welcome mats, and a life-size cut-out of Pete that would live in the marketing team's main lobby.

Across channels, Mini Pete spoke to the hearts of consumers and the campaign was honored as a Marcom Awards Gold Winner for Strategic Business Communication.