Corning Inc.

Situation

Corning Display Technologies, the leading sales division of Corning Incorporated, makes TFT-LCD glass substrates sold to electronics panel makers worldwide. This glass ultimately enables the advanced displays in both ultra-large screen televisions and handheld electronics.

Corning was preparing to introduce the LCD industry's first environmentally friendly glass substrate, EAGLE XG™ glass. Corning needed to communicate the benefits of this technology to a multicultural audience; primarily, customers in Asia - including major electronics makers in China, Japan, Korea and Taiwan. Travers Collins & Company was charged with creating all the product launch marketing materials needed to introduce EAGLE XG at a major international trade show.

Execution

Travers Collins & Company was mindful of the cultural nuances associated with the product launch - particularly the fact that the concepts of harmony and balance are important in Asian cultures. Technology, people and the environment are considered to be interconnected.

Prior to the launch, the agency sent a series of teaser emails and print pieces to show attendees to create intrigue that Corning would be making a big announcement at the show. The booth graphics carried teaser message as well. On the second day of the show when Corning announced the new product launch at a press conference, these booth graphics were replaced with the launch theme. New collateral materials, media kits and customer gifts were produced as well.

Results

The product launch was a major success. The creative marketing tactics and messaging garnered considerable attention at the show and subsequent international press coverage. Due in part to the widespread awareness, EAGLE XG was rapidly accepted by customers - far quicker than Corning had anticipated.