際際滷

際際滷Share a Scribd company logo

3M Cesko and Design 2005

Deirdre MacBean
Deirdre MacBean

3M Cesko launched a campaign in 2005 targeting designers and the public in the Czech Republic. The campaign consisted of three events: [1] An "Art Wall" installation of large artworks along a major route in Prague that highlighted 3M's outdoor graphics expertise. [2] A "3M at Designblok" event featuring an interactive 3M "Chill-out Bunnies" exhibit and a graphics exhibition that introduced over 10,000 visitors to 3M's design products. [3] A sponsorship of a "Top 100 Design Icons" exhibition that exposed over 30,000 daily visitors to 3M's message through floor and window graphics. The goal of the campaign was to showcase 3M's design

1 of 18
Download to read offline
3M Ceskos design debut Art Wall, Designblok and Czech Design Icons
Targeting the design world Challenge: 3M design products (from Scotchcal films to neon Super stickies) seen as high quality but too expensive. Business goal: Show design-loving public and professional designers that 3M quality produces long-lasting, spectacular results. Corporate goal: boost 3Ms image as a cool, innovative company!
3M & Design 2005 Three fun, dramatic events to expose the target groups to our eye-catching products. Cover April through November. Carefully-planned PR, tailored for cultural, trade, and general press. Total budget 400.000 CZK, around 13.500 euros. Art Wall Designblok Czech Top 100 Design Icons
1. Art Wall Partner reputable foundation supporting young artists Project install big, thought-provoking images along major route to get public excited about art 3M Cesko role production partner design mounting system and organize printing on our materials Publicity PR on each phase to trade press, art and culture sections and Whats on in Prague web listings
Art Wall - Letna
Results of Art Wall Lively web debate on What is art! 7-month revolving demonstration of our outdoor graphics expertise business leader happy! Press highlights: Quarter page articles in leading Czech dailies, praising the project and stating that 3M was key to its success Floods of trade articles mentioning 3M graphics solution 3M brings culture to Prague Marketing magazine
2. 3M at Designblok Project Designblok, a week-long design extravaganza in Prague run by key players in Czech design world 3M Cesko corporate role 3M Chill-out Bunnies interactive week-long event for public in main Designblok venue Commercial Graphics role Exhibition for design specialists in partnership with leading 3D design house. 3M focused on Graphics in architecture
2. 3M at Designblok Promo activities: 10.000 visitors get 5 voting neon Super Stickies on 3M design card Post-it Bunny invitation in catalogue Free 3M Bunny postcards at Designblok 3M Bunny on press materials Tailored PR for womens, cultural and design press Key journalists briefed, top architects invited to Graphics in architecture
3M Cesko and Design 2005
Graphics in architecture
3M Cesko and Design 2005
3M Cesko and Design 2005
3M Cesko and Design 2005
Results of 3M at Designblok 端 3M Bunnies voted one of top ten exhibits (out of 1000) by visitors and third favourite overall by students 端 3M Vote with a Post-it mentioned in major article in daily, specialists event shown on TV cultural news 端 Hundreds of design-lovers and professionals got first- hand experience of quality and colour-range of 3M graphics films 端 10.000 design-lovers introduced to 3M in context of design 端 Great networking with key players from academia and business in Czech design world
Top 100 Design icons Project two-week exhibition of Czech design icons of last 100 years in Bata internationally-known shoe store in Prague 3M Cesko role provided floor and window graphics Promo 3M credited as technical sponsor and supplier of graphics 3M glowing rabbits handed out in kids section PR to trade and general press Slogan A more colourful world with 3M! on main shop window.
3M and Top 100 Design Icons
Results of Top 100 Design Icons 端 30.000 visitors daily exposed to 3M logo and message A more colourful world with 3M 端 Great demo of power of floor and window graphics 端 Association with co-sponsors top Czech companies, Skoda and Bata 端 Bata asked for proposal for graphics for other stores. 端 Only cost to 3M was for graphics materials and loan of a projector and screen
Key learnings? 端 Team work Design team of people from Corporate Marketing, Office, and Commercial Graphics 端 Good coordination and planning internally and with PR agency 端 Work with top designers well-known and respected in the field, but looking for a chance to have fun! X Overcome silo thinking and get the whole company involved! X Get suppliers geared up for public interest X Maximize publicity by getting some stars involved

More Related Content

3M Cesko and Design 2005

  • 1. 3M Ceskos design debut Art Wall, Designblok and Czech Design Icons
  • 2. Targeting the design world Challenge: 3M design products (from Scotchcal films to neon Super stickies) seen as high quality but too expensive. Business goal: Show design-loving public and professional designers that 3M quality produces long-lasting, spectacular results. Corporate goal: boost 3Ms image as a cool, innovative company!
  • 3. 3M & Design 2005 Three fun, dramatic events to expose the target groups to our eye-catching products. Cover April through November. Carefully-planned PR, tailored for cultural, trade, and general press. Total budget 400.000 CZK, around 13.500 euros. Art Wall Designblok Czech Top 100 Design Icons
  • 4. 1. Art Wall Partner reputable foundation supporting young artists Project install big, thought-provoking images along major route to get public excited about art 3M Cesko role production partner design mounting system and organize printing on our materials Publicity PR on each phase to trade press, art and culture sections and Whats on in Prague web listings
  • 5. Art Wall - Letna
  • 6. Results of Art Wall Lively web debate on What is art! 7-month revolving demonstration of our outdoor graphics expertise business leader happy! Press highlights: Quarter page articles in leading Czech dailies, praising the project and stating that 3M was key to its success Floods of trade articles mentioning 3M graphics solution 3M brings culture to Prague Marketing magazine
  • 7. 2. 3M at Designblok Project Designblok, a week-long design extravaganza in Prague run by key players in Czech design world 3M Cesko corporate role 3M Chill-out Bunnies interactive week-long event for public in main Designblok venue Commercial Graphics role Exhibition for design specialists in partnership with leading 3D design house. 3M focused on Graphics in architecture
  • 8. 2. 3M at Designblok Promo activities: 10.000 visitors get 5 voting neon Super Stickies on 3M design card Post-it Bunny invitation in catalogue Free 3M Bunny postcards at Designblok 3M Bunny on press materials Tailored PR for womens, cultural and design press Key journalists briefed, top architects invited to Graphics in architecture
  • 14. Results of 3M at Designblok 端 3M Bunnies voted one of top ten exhibits (out of 1000) by visitors and third favourite overall by students 端 3M Vote with a Post-it mentioned in major article in daily, specialists event shown on TV cultural news 端 Hundreds of design-lovers and professionals got first- hand experience of quality and colour-range of 3M graphics films 端 10.000 design-lovers introduced to 3M in context of design 端 Great networking with key players from academia and business in Czech design world
  • 15. Top 100 Design icons Project two-week exhibition of Czech design icons of last 100 years in Bata internationally-known shoe store in Prague 3M Cesko role provided floor and window graphics Promo 3M credited as technical sponsor and supplier of graphics 3M glowing rabbits handed out in kids section PR to trade and general press Slogan A more colourful world with 3M! on main shop window.
  • 16. 3M and Top 100 Design Icons
  • 17. Results of Top 100 Design Icons 端 30.000 visitors daily exposed to 3M logo and message A more colourful world with 3M 端 Great demo of power of floor and window graphics 端 Association with co-sponsors top Czech companies, Skoda and Bata 端 Bata asked for proposal for graphics for other stores. 端 Only cost to 3M was for graphics materials and loan of a projector and screen
  • 18. Key learnings? 端 Team work Design team of people from Corporate Marketing, Office, and Commercial Graphics 端 Good coordination and planning internally and with PR agency 端 Work with top designers well-known and respected in the field, but looking for a chance to have fun! X Overcome silo thinking and get the whole company involved! X Get suppliers geared up for public interest X Maximize publicity by getting some stars involved