Barco turns to Duke & Grace for TruePix international launch

Barco, the Belgian technology company and world leader in digital visual solutions, launched its latest LED innovation this year: Barco TruePix. To roll out the accompanying global launch campaign (EMEA, AMER & APAC), it called on the expertise of Ghent’s full-service agency, Duke & Grace, confirming Barco’s confidence in a partnership that has been going strong for years.


The first assignment in this partnership dates back to 2019. What began as a performance-focused campaign on social media has now grown into an always-on approach to marketing for many Barco products, including Barco Clickshare, Barco Surgical Solutions and Barco Projection Solutions.

The first worldwide assignment followed at the end of 2021, in the form of the launch campaign for Barco TruePix, a premium LED screen solution for lobbies, control rooms, experience centres, boardrooms, auditoria, broadcasting studios and similar applications.

To achieve this, Duke & Grace redefined the existing concept and turned it into a more human, tangible tone of voice attuned to the different target groups. After that, it created the global campaign video, visuals and launch page.

“We knew TruePix was a game changer in LED videowalls, and we wanted to position it that way, which meant that all eyes in the industry and within Barco were on us. For the global launch we needed an agency that was strong in creative concepting, digital campaigning and was fast-paced. Thanks to their experience and ability, Duke & Grace clearly understood the product, the markets and the target groups and was able to translate it into marketing action. They cleverly managed to visualize and shape the storyline within a short time and developed a global marketing campaign that exceeded our expectations. Their collaborative and consultative way of working makes it easy to achieve sterling results.”

Alina Mishra

Global Marketing Lead Barco

Many aspects needed to be borne in mind when developing the communication plan: different markets and media budgets in each region, and diverse target groups that each required a different language and messaging. Duke & Grace considered everything from awareness (sufficient reach and frequency) to the acquisition phase. The agency also provided the assets required for the subsequent lead generation campaigns that the regions could roll out themselves after the launch.

About Barco

Barco is a global technology leader that develops networked visualization solutions for the entertainment, enterprise and healthcare markets. Our solutions make a visible impact, allowing people to enjoy compelling entertainment experiences; to foster knowledge sharing and smart decision-making in organizations and to help hospitals provide their patients with the best possible healthcare. Headquartered in Kortrijk (Belgium), Barco realized sales of 804 million euro in 2021 and has a global team of 3,000+ employees, whose passion for technology is captured in +500 granted patents. Barco has been listed on the Brussels Stock Exchange since 1985.