Business audiences discover 3M solutions everywhere – interactive film showcases 3M innovation:
3M UK has launched its biggest integrated digital communications campaign comprising online advertising, a website, email and online PR. AKQA created the campaign for 3M which will run until September.
Targeted at the business decision maker in the engineering, healthcare, health & safety, production and purchasing industries, the 3M Everywhere campaign highlights 3M’s innovation. As well as showcasing 3M solutions, the site features a competition whereby visitors can win one of many technology prizes such as Sony PSPs, iMac G5s, Bose Acoustic Wave Sound Systems and Philips Streamium MX6000i sound systems.
Interactive film takes centre stage:
At the heart of the campaign is a website: http://www.3meverywhere.com/ featuring an interactive film. The story follows a businessman on his way from the office to the Eurostar terminal at Waterloo International.
In an industry first, during the 60 second movie, site visitors guess where 15 hidden hotspots are located, each showing where 3M has helped to create a milestone technology or innovation. These range from the bathroom mirror (promoting Scotch-Brite cleaning solutions), roadsigns (reflective materials), a cab (anti-chip coating) to the iconic Post-it Note. Each time the visitor correctly spots a 3M innovation, it is registered and visitors who discover 10 or more hotspots are invited to enter their details to win a monthly prize such as a Sony PSP, Samsung D500 or iPod.
Once the game has been played, visitors can discover more about the world of 3M and its products. Content such as ‘Cleaner Living’ educates visitors about the benefits of 3M’s cleaning products; ‘Screen Legends’ describes 3M’s mobile phone and laptop technology; and ‘Document Security’ highlight the latest identification technology solutions.
Online advertising campaign:
The campaign is being supported by online advertising, outbound email and PR activity. Media placement will target B2B email bulletins and websites such as The Engineer, Manufacturing Talk, BBN and The New Scientist.
Daniel Bonner, AKQA's Creative Director commented: “Most business-to-business communications tend to be bland. We wanted to do something unexpected.” He added “3M is a hugely innovative brand and our objective is to ensure that we tell the 3M story in an innovative, compelling and engaging way.”
AKQA created the campaign idea, delivered strategy, creative and technology for the activity.
A recognised pioneer and innovator, AKQA provides integrated marketing, customer services, digital product design and e-commerce solutions. An independent agency, AKQA's network spans London, New York, San Francisco, Washington DC and Singapore.
Published on: 12:00AM on 17th May 2005