Problem:
Launch a unique, smaller sized product built for the European plastics processing market, which generally requires smaller machinery. Support international dealer sales, yet tie in with the existing line and the overall marketing philosophy of the company. Translations required.

Solution:
Develop a classic introduction ad focused on product benefits with clear copy and message for easy translation. Graphically, use international currency in the ad to demonstrate the smaller size of this resin blender versus conventional blenders, and help establish affinity with the target audience. Design the ad to fit the standard corporate ad format.

Results:
A successful worldwide product launch, with high acceptance from European dealers. Ad consistently tests in the top ten advertisements across all categories in the publication’s formal readership studies: high in “noted” scores, as well as “read most of copy,” and “took action” areas. Produced massive amounts of inquiries even without a special offer or a very strong call to action.