Nova Award 2021

Igor's Nexos Intelligent Disinfection Solution Recognized by Judges for Excellence in Marketing

June 17, 2021


Smart buildings innovatora Igor was recently awarded top honors for Best Integrated Marketing Campaign at the 2021 NOVA Awards, a marketing competition spotlighting 2020’s most impressive projects. Unique to the NOVA awards, results are triple-weighted, underscoring Igor’s commitment to campaigns that move the needle for the company and its partners.

The NOVA Awards judges chose the Nexos Intelligent Disinfection Campaign for its success in engaging users via several different marketing channels and tactics. Engagement was critical to the innovation’s success given its purpose – keeping people safe from COVID-19 as offices and public spaces began to reopen across the country.

Healthy building scientists advise building owners to incorporate a layered approach to disinfection in the design, operation and management of better buildings. Nexos Intelligent Disinfection fits well with this strategy, as the solution’s Power-over-Ethernet (PoE) connectivity makes it easy to integrate several other disinfection systems beyond UV-C lighting, like intelligent air purifiers or gas vaporizers.

Nexos Intelligent Disinfection is Igor’s UV-C lighting solution to disinfect spaces and remove pathogens.  The product went from ideation to market in less than six weeks in response to the emerging pandemic. Thanks in no small part to an extensive, dynamic marketing effort, the solution has generated interest from a variety of sectors across the country.  In fact, much of the launch’s success came as a result of the unusual co-development between Igor’s technology, product and marketing teams working in tandem. 

Working remotely, the Igor marketing team developed an exclusively digital marketing campaign, which included the creation of a microsite dedicated to the solution, development and hosting of webinars, extensive social media efforts and digital advertising. As a result of these efforts, Igor gained a 79-percent increase in website traffic in the month post-launch, doubled its inbound marketing results and secured coverage from more than 25 media organizations. The team generated additional widespread interest in Nexos Intelligent Disinfection after being awarded IoT World’s COVID-19 Innovation Award.

Igor’s VP of Marketing Kim Johnson said, “Due to what we saw as an urgent need for an easily deployable solution to ensuring safe spaces, our teams developed a launch plan in close connection with our technology and product development team. Messaging, markets, pricing, promotion – all of this was in constant flux as we researched the market and talked with potential users to pinpoint the most resonate qualities. It was an incredible amount of work, but such a joy to experience the collaboration of different Igor teams all working toward a common goal. For us, knowing the backstory of the solution’s development, this award recognizes marketing success plus so much more.”

All NOVA Award winners were recognized in a virtual show by AMA Iowa in late May, which is archived on the AMA Iowa website.