New Strategic Approach and Augmented Reality Technology Gives FireKing Cutting Edge Catalog

Seeking to refresh their outdated product catalog and align it with their guiding principles, FireKing Security Group turned to the strategy experts at Highlands. 


The Client 

FireKing Security Group is a leading manufacturer of best-in-class security products for asset protection in retail, commercial, and home office environments, using the most innovative, advanced product development technology available. 

The Challenge 

FireKing was seeking a fresh approach to their previous catalog strategy that would provide genuine insights into their products and complement their innovative and advanced product technology. 

The Highlands Difference 

Starting with the WHERE, Highlands repositioned FireKing’s product range into vertical markets (Commercial, Home/Small Office, Education, Hospitality, etc.) so both their sales people and their customers can see HOW FireKing’s products apply in their particular environment. 

Utilizing Augmented Reality (AR) through a partnership with Blippar (a leading AR and computer vision technology company), Highlands integrated interactive content for each channel and throughout FireKing’s catalog.  

FireKing Cutting Edge Catalog

Through the Blippar app, users can access and easily share further product information and content (including videos, PDF’s and more) as they navigate through the catalog. This new technology redefines the way people discover, experience and interact with FireKing’s products – first showing them the WHERE and HOW and then giving them access to the product detail, or the WHAT. 

FireKing Cutting Edge Catalog

The Results 

In their industry, FireKing has a first-of-its-kind, interactive catalog that is aligned with its innovative products. FireKing unveiled this cutting-edge marketing approach at NeoCon, a commercial design trade show. 

“Our dealers and retailers were energized with the application and saw tremendous opportunity to bring a catalog and its products to life,” said Will Wolf, FireKing’s Executive Vice President of Office and Consumer Products. “We rely on Highlands as a strategic partner as they always bring the best ideas and execution to the table.”  

Highlands is already working with FireKing to execute the second phase of this project which includes even more advanced technology innovations for their catalog as well as an in-store AR experience at one of the leading office product resellers. 

Read more about Highlands’ “Not WHAT, but WHERE and HOW” approach in our recent blog post.