I. Communication Challenge

Corning Display Technologies, a TFT-LCD glass substrate manufacturer and the leading sales division of Corning Incorporated, 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 (TC) was charged with creating all the product launch marketing materials needed to introduce EAGLE XG at a major international trade show.

II. Strategy and Execution

Travers Collins 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 interconnected). Therefore, the creative theme of the launch was, “Inspired by what’s on the other side of the glass.”

Prior to the launch, the agency sent a series of teaser emails and print pieces to those attending the trade show to create intrigue as to what Corning’s big announcement would be. Corning’s trade booth graphics carried this teaser message during the first day of the show, continuing to build the buzz on the show floor.

On the second day of the show, Corning announced the new product launch at a press conference. During the announcement, Corning’s booth graphics were replaced with the launch theme. New collateral materials, media kits and customer gifts were produced as well.

In the weeks and months following the initial launch, EAGLE XG was the major focus of Corning Display Technologies’ marketing efforts. It was the main theme at the subsequent four international trade shows at which Corning exhibited, and was featured in the next edition of Corning’s semiannual news magazine The Viewing Angle.

III. Outcomes

The EAGLE XG 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 more quickly than Corning had anticipated, ultimately becoming the highest-grossing product for Corning Incorporated for the next several years.