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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 3M’s 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 “What’s on in Prague” web listings
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 women’s, cultural and design press
• Key journalists briefed, top architects invited to Graphics in architecture
Results of 3M at Designblok
ü 3M Bunnies voted one of top ten exhibits (out of 1000) by visitors and third favourite overall by students
ü 3M “Vote with a Post-it” mentioned in major article in daily, specialists’ event shown on TV cultural news
ü Hundreds of design-lovers and professionals got first-hand experience of quality and colour-range of 3M graphics films
ü 10.000 design-lovers introduced to 3M in context of design
ü 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.
Results of Top 100
Design Icons
ü 30.000 visitors daily exposed to 3M logo and message “A more colourful world with 3M”
ü Great demo of power of floor and window graphics
ü Association with co-sponsors – top Czech companies, Skoda and Bata
ü Bata asked for proposal for graphics for other stores.
ü Only cost to 3M was for graphics materials and loan of a projector and screen
Key learnings?
ü Team work – Design team of people from Corporate
Marketing, Office, and Commercial Graphics
ü Good coordination and planning internally and with PR
agency
ü 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