How an imaging technology brand repositioned through a cross-industry media campaign
After years of product diversification and acquisitions, a well-known technology company with expertise across a broad range of industries was still primarily known for photographic film. The company wanted to reposition its brand to better define and express its vast capabilities and diverse offerings.
Due to rapid technological change and innovation in the market, the company's only choice for survival was to embark on a journey of constant transformation. Through the collaboration of gyro and B2B International, within Merkle B2B, a campaign was developed to create new brand positioning, capturing the business imperative of digital transformation.
This spirited campaign launched through an integrated multi-channel media strategy to reach the C-suite across general industries and healthcare. In addition to out-of-home (OOH), digital out-of-home (DOOH), print, and digital, a partnership with CNN drove brand awareness and deeper engagement through TV and digital. This campaign launched in the US and has since rolled out across EMEA and APAC.