Branding a Global Company’s Hottest Division
Corning
Corning Display Technologies makes TFT-LCD glass substrates for use in the manufacture of large televisions. Corning was introducing an environmentally friendly glass and needed to communicate its benefits to a multicultural audience, primarily in Asia. Travers Collins & Company was charged with developing the theme and materials for the launch at a major industry trade show. TCC developed a teaser campaign that built tremendous intrigue for the big announcement. The creative approach garnered considerable attention at the show and subsequent press coverage. Due in part to the widespread awareness, EAGLE XG was accepted by customers far more quickly than Corning had anticipated. |
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