Concerto

Integrated product launch campaign works across all media

One of CompX ErgonomX’s most recent products is an innovative monitor support called the Concerto.

Objectives
Introduce the Concerto flat panel monitor support system to OEMs and resellers across North America on a limited budget.

Goal
Position Concerto as a superior, scalable solution for ergonomic monitor support in today’s office. Highlight the engineering and patents inherent in the product line.

Concerto_cover

Solution
The strategy focused on the sleek strength and expandability of Concerto. The campaign integrated Web, print, PowerPoint and posters for use in the field.

Concerto_spread

This included:
• Web micro-site for the launch of the Concerto monitor support system
• A brochure that highlighted Concerto’s unique features
• PowerPoint presentation and templates to introduce Concerto
• Online advertising campaign in an industry-specific e-newsletter that drove traffic to the site

Concerto_spread2

Warrior Brands Campaign

The “Kill Bill” girls attract attention and reinforce the message
The scenario: low-cost, lower-quality Asian papers were being brought into the Canadian marketplace taking share in the most competitive sector of the market.
M-real fought back with the introduction of two papers that delivered value-pricing with consistent European quality.

m-real-warrior-logo

Objectives
Establish SoftGloss and SoftSatin, entry level papers designed for the budget-conscious direct marketing and publishing markets.

m-real-warrior-folder

Goal
To take significant market share in the most competitive and commoditized segment of the market, and give buyers a European choice in that segment.

m-real-warrior-booklet

Solution
It was our job to create an aggressive, attention-getting brand that could not be ignored by the market.

We dubbed the papers, the “Warrior Brands”. Using imagery from the “Kill Bill” movies, we created two samurai-fighting women to symbolize the papers.

The introduction included
• A launch mini-site which has now been integrated into the M-real.ca site
• All strategy, design, copywriting and production for swatch kits for both papers
• An introductory email campaign to house lists and rented industry lists
• Numerous promotional and sample pieces
• Advertising in leading trade publications

Advertising Campaigns

Targeted ads to the magazine publishers market

For a paper company, magazine publishers can be an important market. They publish on a regular basis and use tons of paper every time.

To approach this segment we created a series of ads that ran in publishing trade magazines. All ads had specific Web landing pages to track effectiveness. Therefore, we were able to measure the effectiveness of the campaign through number of viewings each ad drove to the web.

Objectives
To introduce publishers to M-real papers and generate meetings.

Goal
Our goal is to convince publishers that their selection of paper makes a difference to their readers and that M-real provides quality and consistency at an affordable price.

Solution
A series of highly targeted ads leading to a publisher’s trade show.

Results
Many publishers were made aware of M-real’s offerings for the first time. Discussions are underway for trials and conversion to M-real papers.

Context Creative Notepads

A reminder program that costs about $1 per person per month

How does a company like ours stay top of mind with our clients, colleagues and friends? For years, we’ve been running our notepad program, sending out hundreds of notepads every month.

Each notepad has about 20 sheets, and every month there’s a new photograph or illustration from a leading Canadian visual artist. There is also a quote or a song lyric that relates to the graphic.

context-notepads-examples

Make it fun and involving
This year, we’re running an ongoing contest on the notepads. Identify the singer of the lyrics, and you could win a prize. Of course, you have to go to our Web site to fill in the form, and maybe have a look around to see what’s new on the site. A gentle reminder that you too should be running integrated campaigns.

Objectives
To have a low key, friendly reminder in front of clients and influencers. We wanted something useful, not a self-serving newsletter that would be glanced at and thrown out, but a gentle reminder. Every page has our contact information on it.

Goal
Frequent reminders that stayed on the desk.

context-notepads-websites

Solution
These handy notepads were designed for real use. A little calendar for the month, lots of writing space and friendly-to-the-touch M-real Cool paper. And the fact that they are sent out every month, even though it increases the cost, means that everyone on our list thinks about us, at least for a moment, once a month.

Results
Can we attribute new business directly to our notepad program? Yes. We have had a number of clients asking us to create a notepad program for them. They recognized the value of this regular “soft” reminder.

Our notepads often come up in conversation with clients. We see them throughout their workplaces. We have also had a number of clients move to other companies and specifically request that they stay on the notepad list. We’ve had new employees call us, noting their colleague’s notepads, wondering whether they could receive them. All lead to opportunities for further conversations.

Advertising and Design Club of Canada

ADCC contest grabs students’ attention

The Advertising and Design Club of Canada is the country’s leading proponent of excellence in advertising and design.

Vespart-Photo

Objectives
The ADCC runs an annual student competition to inspire creativity and forge a sense of community.

Goal
Previously, the student competition had lackluster participation despite a $1,000 cash prize. We needed to cut through the clutter, get their attention and motivate them to enter.

Solution
Our solution went beyond creating a dazzling piece that doubled as both a brochure and poster, along with a matching micro Web site.

We brought in a new sponsor, Vespa Canada, which allowed the ADCC to feature a hip Vespa motor scooter as the grand prize. It also gave us a key graphic for the materials. That caught the students’ attention. The cash prize was divided into a series of runner-up prizes.

Results
Student interest jumped, professors participated and contest entries rose by a factor of ten. We like to think it was the design and copy of the marketing materials that made all the difference, not just that shiny red Vespa.