Client: Research Machine

Designer: 2LK Design

Exhibition: BETT ’97, Olympia


Client: GEC Alsthom Low Voltage Equipment

Designer: Georgia Design Associates

Exhibition: ElectroTech ’96, NEC


There was a 12-month marketing programme in advance of the launch of the

new version 6 of RM Window Box, a computer product designed for primary


The programme incorporated research, planning and project management,

product development, new marketing communications materials, PR,

advertising and sales training.

The approach at this technology-based exhibition was deliberately

non-tech. A classroom-style setting was used, and it was peopled with

casually dressed staff who had been trained to demonstrate the

’classroom friendly’ nature of the product and how it supported the

National Curriculum.

While the main target audience was the primary school sector, another

section on the stand focused on the use of information technology in

secondary schools. It was aimed at helping secondary school IT

co-ordinators and subject teachers to see how IT could be used more

effectively across the curriculum.

The attraction of the stand was so great that at peak times, even with

more staff on hand than in previous years, some visitors waited for

demonstrations or had to share them with others.

Research during the exhibition indicated that a significant proportion

of potential new customers had been drawn to the stand. A bonus was that

RM staff were interviewed on the stand on the issues of IT in education

for the BBC’s Newsnight programme.


ElectroTech was selected for the launch of GEC Alsthom’s Galaxis Motor

Control Centre.

A combination of advance PR, advertising and direct mail was used to

create expectancy and draw in visitors.

The publicity and stand design featured ’Norbert’, a character specially

created for the product launch. He was such an attraction that

Electrical Times, one of the industry’s key magazines, asked to use him

on the cover of its show issue.

More than 2500 visitors were attracted to the stand over the five days

of the exhibition. Of these, 82% were new enquirers to GEC Alsthom’s


Even competitors came over to see the new Galaxis.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug