Background: After a week long pitch in Nice against the incumbent and a French agency we were given a brief to create pan-European campaigns. Each campaign was tested with focus groups in London, Paris, Milan, Madrid and Hamburg.
Strategy: As technology is advancing at a phenomal rate, bring to the fore the end benefits of these new technologies. Exploit the pleasure aspects of the product, i.e. the curves, soft-touch paint, simple operation.
Proposition: The pleasure of conversation.
Results: This campaign was used across Europe. Trium gained stockists/ operator contracts in all researched markets plus Austria, Holland, Ireland, Portugal and Scandanavia. It was used for all product literature and POS and the theme was carried through on the all-important booth at CeBit.