Campaigns: Technology - 'Gladvertising' has 3M in seventh heaven

Campaign: Gladvertising: Launching 3M/GTG to the World
Client: 3M/GTG
PR team: M&C Saatchi PR
Timescale: February-May 2011
Budget: £100,000

Global technology firm 3M asked M&C Saatchi PR to help launch 3M/GTG, its new digital out-of-home business, in seven countries.

Objectives

- To raise awareness of the industry and position 3M/GTG at its centre

- To establish long-term relationships and sales leads.

Strategy and plan

A thought leadership study was developed in conjunction with the Centre for Future Studies. This looked at how innovations from the film Minority Report would become a reality by 2012. To bring this to life, the team coined the word 'gladvertising' to describe mood-based advertising.

Measurement and evaluation

The campaign secured more than 175 pieces of media coverage across the seven markets, including articles in The Economist and on the BBC News website. Visits to the site since the campaign launch increased by 50 per cent, with more than 80 per cent of visits coming directly from online stories.

Results

In each market, PR has driven a 300 per cent uplift in leads, bolstering 3M/GTG's new business pipeline. Off the back of the BBC's coverage, Hewlett-Packard invited 3M/GTG to speak at its global innovation seminar about the firm's products.

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