Developed in conjunction with the Hot Diggity Creative agency (Dover, NH,
USA), the Malvern
Instruments movie heralding the 2008 launch of the company's revolutionary
Kinexus rheometer, has won BtoB magazine's coveted award for 'Most creative
online campaign'.
The award was presented at BtoB's Best Awards Luncheon held on 12 November
2009 at the Edison Ballroom in New York City. The online campaign ‘A unique
event in rheology' was a teaser for the new product's web launch and included
a quirky animated cartoon that created excitement and led viewers to sign up
for the launch webinar. According to the judges "it made us want to see
it". View the movie at: www.youtube.com/watch?v=kivo1pg2oqQ
The Kinexus launch took place in September 2008 and Randy Byrne, VP Marketing
for Malvern Instruments, explains some of the thinking behind the campaign:
"As we always anticipated, Kinexus has electrified the field of rheology,
addressing many of the fundamental issues that have held back the more widespread
use of rheometers," he said. "In line with Malvern having always pushed
the boundaries in web-based communications we planned a live webinar for the
worldwide launch of this significant new system. The question was how to generate
interest, excitement and registrations ahead of the event - without revealing
anything about the product, or even that it was to be a product launch. The
‘A unique event in rheology' campaign hit exactly the right note.
Kinexus is a unique rheometer designed to meet rheology needs across a wide
variety of research sectors, industries and application areas, for users at
every level of experience. It enables precise analysis of the rheology of materials:
from liquids to soft solids, processability to product performance, temperature
to time dependence. Most recently exhibited at the International Congress of
Rheology in October 2009, Kinexus generates enormous interest wherever it goes
on show. By making the performance of sophisticated measurements easier than
ever before, and enabling those measurements to be carried out by personnel
at all levels of experience, it is making rheology truly accessible.
For full details of the B2B Best Award visit www.btobonline.com/apps/pbcs.dll/section?category=best2009online