3M Cesko’s design debut

Art Wall, Designblok and

Czech Design Icons

Targeting the design world

• Challenge: 3M “design” products (from

Scotchcal films to neon Super stickies)

seen as high quality but too expensive.

• Business goal: Show design-loving

public and professional designers that

3M quality produces long-lasting,

spectacular results.

• Corporate goal: boost 3M’s image as

a cool, innovative company!

3M & Design 2005

• Three fun, dramatic events to expose the target groups

to our eye-catching products.

• Cover April through November.

• Carefully-planned PR, tailored for cultural, trade, and

general press.

• Total budget – 400.000 CZK, around 13.500 euros.

Art Wall Designblok Czech Top 100 Design Icons

1. Art Wall• Partner – reputable foundation supporting young artists

• Project – install big, thought-provoking images along

major route to get public excited about art

• 3M Cesko role – production partner – design mounting

system and organize printing on our materials

• Publicity – PR on each phase to trade press, art and

culture sections and “What’s on in Prague” web listings

Art Wall - Letna

Results of Art Wall• Lively web debate on “What is art”!

• 7-month revolving demonstration of our outdoor graphics expertise –business leader happy!

• Press highlights:

– Quarter page articles in leading Czech dailies, praising the project and stating that 3M was key to its success

– Floods of trade articles mentioning 3M graphics solution

– “3M brings culture to Prague” –Marketing magazine

2. 3M at Designblok

• Project – Designblok, a week-long design extravaganza in Prague –run by key players in Czech design world

• 3M Cesko corporate role – 3M Chill-out Bunnies – interactive week-long event for public in main Designblok venue

• Commercial Graphics role –Exhibition for design specialists in partnership with leading 3D design house. 3M focused on “Graphics in architecture…”

2. 3M at Designblok

Promo activities:

• 10.000 visitors get 5 “voting” neon Super Stickies on 3M design card

• Post-it Bunny invitation in catalogue

• Free 3M Bunny postcards at Designblok

• 3M Bunny on press materials

• Tailored PR for women’s, cultural and design press

• Key journalists briefed, top architects invited to Graphics in architecture

Graphics in architecture

Results of 3M at Designblok

ü 3M Bunnies voted one of top ten exhibits (out of 1000) by visitors and third favourite overall by students

ü 3M “Vote with a Post-it” mentioned in major article in daily, specialists’ event shown on TV cultural news

ü Hundreds of design-lovers and professionals got first-hand experience of quality and colour-range of 3M graphics films

ü 10.000 design-lovers introduced to 3M in context of design

ü Great networking with key players from academia and business in Czech design world

Top 100 Design icons

• Project – two-week exhibition of Czech design icons of last 100 years in Bata – internationally-known shoe store in Prague

• 3M Cesko role – provided floor and window graphics

• Promo –

– 3M credited as technical sponsor and supplier of graphics

– 3M glowing rabbits handed out in kids’ section

– PR to trade and general press

– Slogan – “A more colourful world with 3M!” on main shop window.

3M and Top 100 Design Icons

Results of Top 100

Design Icons

ü 30.000 visitors daily exposed to 3M logo and message “A more colourful world with 3M”

ü Great demo of power of floor and window graphics

ü Association with co-sponsors – top Czech companies, Skoda and Bata

ü Bata asked for proposal for graphics for other stores.

ü Only cost to 3M was for graphics materials and loan of a projector and screen

Key learnings?

ü Team work – Design team of people from Corporate

Marketing, Office, and Commercial Graphics

ü Good coordination and planning internally and with PR

agency

ü Work with top designers – well-known and respected in

the field, but looking for a chance to have fun!

X Overcome silo thinking and get the whole company

involved!

X Get suppliers geared up for public interest

X Maximize publicity by getting some stars involved