Campaign Geography

UK, France, Germany, USA & Japan.

Summary

A three-year campaign to launch the company and its cutting-edge digital products from the ICI research laboratories.

ICI Imagedata is one of the few businesses in the world manufacturing consumables for thermal dye-sublimation, electro-photographic and inkjet printing technologies. Products range from the latest high-quality papers for the digital imaging market to thermally stabilized films for the fast growing printed electronics sector. Imagedata also works with partners to develop new organic coatings on polymeric films for use in electronics applications.

Challenge

Establish ICI’s credentials in the developing new world of digital imaging
Identify potential business partners (mainly key hardware providers in the Far East)
Introduce the company to them via media work Explain the uses of the new technology

Action

Form joint strategy team with the company’s advertising agency
Create suite of briefing materials for media and potential business partners
Launch to specialist technical and business finance media in London and New York Launch to Japanese business community at Tokyo seminars
Use issues management techniques to explain the uses of the new technology

Results

Mould-breaking media coverage in appropriate international markets
A shift in ICI’s reputation, from “UK chemicals giant” to “innovative solution provider”
Introductions to business partners An informed end-user base aware of developing technologies e.g. “digital paper” and optical storage media

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