3MGTG used an innovative video/DM hybrid solution to promote its outdoor digital offering to display and graphics professionals. Victoria Paley reports
The out-of-home digital signage market has boomed over the last few years, witnessing the blossom of new cutting-edge technology-driven screen applications. Challenged with raising awareness of its enhanced offer of digital installations, 3MGTG launched an innovative marketing campaign.
The company opted for a direct mail campaign, but it revisited the channel by incorporating up-to-date screen technology to produce a unique video mailer.
Acquisition drives activity
Following 3M’s acquisition of a stake in GTG last year, the newly-formed company 3MGTG was searching for an engaging way to reach out to its targeted audience and effectively demonstrate its enriched product portfolio and technological capability.
In order to achieve this goal, 3MGTG partnered with brand activation network OgilvyAction – part of Ogilvy Group – to create a bespoke campaign that could reflect the company’s technologically-driven approach. OgilvyAction came up with the unique concept of a video direct mail campaign. Designed to convey the campaign message and visually impress the recipients, VideoPak incorporated an embedded video highlighting 3MGTG’s expertise in outdoor signage solutions.
“We wanted to communicate our leading edge capabilities in digital-out-of-home presentation and OgilvyAction’s execution not only enabled us to do that, it also gave us considerable cut-through,” explains Andrew Hicks, EMEA market development manager at 3MGTG.
DM with a difference
3MGTG’s innovative mailer strategically combined different tools and styles. The cover of the VideoPak gatefold adopted a simple, modern look – with the signage company’s logo alongside the strapline, ‘Come and explore a brand new world.’ However, it was inside the mailer that 3MGTG introduced the technological ‘wow’ factor.
The VideoPack incorporated screen technology – in the form of a half-a-centimetre-thick display – that was completed by a sound card. The DM presented the recipient with three short-form videos showcasing 3MGTG’s work and installations across the events, retail and media sectors (an example of which is shown above with the Apple brand).
Explaining where the concept came from, Gloria Chan, account director at OgilvyAction, commented, “The digital installations that 3MGTG create are awe-inspiring and have real ‘wow’ factor. They make a stir, create a buzz and are conversation pieces in their own right – as well as answering specific business needs. Its unique content needed a unique format to show it at its best, and the video mailer is the perfect vehicle to convey that message unequivocally.”
International reach
3MGTG’s video mailer kicked off earlier this year in March. The first stage of the campaign targeted an audience of 3000 B2B professionals spread across seven international markets – UK, Dubai, Italy, Netherlands, Sweden, Germany and France, reflecting the company’s worldwide projection. As part of 3MGTG’s effort to entice a varied audience, recipients included display and graphics specialists operating in the event, retail and media sectors – namely outdoor asset owners, media agencies, event agencies and retail organisations.
Engaging the industry
Since launch, 3MGTG’s video DM campaign has been followed up with extensive PR activity led by M&C Saatchi. Core initiatives included the publication of a whitepaper on digital out-of-home communications. Roundtable events were also held in major markets such as the UK and Germany, where thought leaders and key 3MGTG clients and prospects were invited to discuss the issues involving the outdoor communication industry. In the UK, 3MGTG will also be conducting other types of follow-up activity, taking part in key industry networking groups and events.
According to 3MGTG, the response to the campaign has seen very good anecdotal feedback coming from the markets so far, but no hard results are available at this early stage.