3M – The Devil Wears Prada
Agency name: Blue Chip Marketing Client name: 3M UK Plc Category: Tie-in Country: UK
BACKGROUND
The UK office stationery market is highly fragmented with 1000's of products competing within a complex distribution network.
Brand communication focus is typically within the distribution channels, conveyed via detailed product catalogues and websites.
The result is an extremely cluttered environment where a host of rational offers, such as extra free product, fight for attention.
3M wanted to stand-out in this NOISY environment and offer a purchase benefit above competitor and own label 'copy...