CEL taps Diffusion as global AOR to launch 3D printer

British product-development company CEL has brought on Diffusion to launch its at-home Robox 3D printer in the US and UK following a competitive review.

NEW YORK: British product-development company CEL has brought on Diffusion to launch its at-home Robox 3D printer in the US and UK following a competitive review.

Diffusion, which went up against two agencies in the final round of the pitch process, will introduce Robox at the Consumer Electronics Show in Las Vegas from January 7-10. The agency began working with the company in mid-December, said Ivan Ristic, US president at Diffusion.

The brand is targeting mainstream consumers with its 3D printer that is available for $1,400, explained Ristic. He added that 3D printers have been used in industrial settings for years, but Robox will make it possible for people to print items at home at a reasonable cost.

With a team of eight staffers working on the account across the US and UK, Diffusion will begin the Robox launch campaign by focusing on “influential voices” in the consumer tech industry, including media and bloggers, said Ristic.

After spreading the word about Robox among those who understand the ins and outs of 3D printing, Diffusion will turn its attention to general and consumer lifestyle media.

Its initial focus will be traditional media relations, but the next phase will include social media, added Ristic.

Diffusion, which is headquartered in London, expanded to the US last October by opening a New York office. Ristic said the Robox win is showcasing the firm's growth in the US, particularly in consumer tech.

Budget information was not disclosed.

Last April, HopStop selected Diffusion as its US AOR to launch the company's real-time transit-information app.

Representatives from CEL were not immediately available for comment. 

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