3M, best known for consumer products like Post-it Notes, tapes and adhesives, is also a global leader in the telecom space, providing the fiber optic tech, hardware and expertise that major providers offer to their customers for entertainment and business communications. We needed to tell that story to these providers in a compelling way.
We started with a branding campaign created to demonstrate 3M's fiber optic expertise and leadership position in the telecom market, as well as serve as the introduction to a comprehensive product campaign.
Once the overall fiber optic story was told, we created product ads, landing pages, banner ads and trade show graphics–everything needed to then show the complete breadth of products and expertise. We even created a digital experience of the products and how they comprise a complete fiber optic infrastructure from service provider to home or business. We provided strategy, creative/art direction, UX and copywriting. Created through Proof Advertising.
Once the campaign ran and 3M gained customers and marketshare, we refreshed the look and messaging to highlight rapid deployment, cost-effectiveness and future-proofing fiber optic infrastructure–all major concerns for customers.
One revolutionary product in 3M's arsenal was the One Pass Fiber Pathway: a unique way to install fiber optic lines into existing buildings. A flexible duct holds the fiber strands, and it sticks to walls with proprietary 3M adhesive. 3M tested the product through Verizon in brownstones in Manhattan and Brooklyn. We created content in the form of posters, ads, trade show graphics, direct mail, animated banner ads and videos, making for a rich customer experience.