The CreoScitex penguin parade
Category 1
Fleisher Communications
Summary
Having decided to launch a positioning and recruiting campaign, CreoScitex-Israel's leading prepress digital printing company, has embarked on Israel's most unique, first of its kind campaign. In its heart was the Penguin ? a black and white seemingly dull animal, transformed by CreoScitex into a colorful interesting animal kindly assisted by about 200 top Israeli artists. The extensive PR campaign generated unprecedented media coverage valued at $2.5 million on an investment of $0.5 million. The campaign evolved from mere publicity into the nation's theme of the period and evoked endless reactions. CreoScitex/penguins are now a brand name illustrating color, humor and innovation.
Statement of problem/opportunity
CreoScitex, the world's leading company in the prepress business, was formed on April 2000, by the merger of Scitex' pre-press division and Creo of Canada. The dually (Hertzelia?Vancouver) based company uniquely combines the worlds of technology and art.
CreoScitex' target audiences (the general public and the Israeli business community) were unaware of the distinction between the young innovative CreoScitex and the veteran Scitex which was founded in 1968 and was renowned as Israel's high tech flag ship. Furthermore, the image of the newly formed company was severely impacted by the "old", "heavy" and bureaucratic image of the 30-year old Scitex causing difficulties in recruiting employees in general and young, skilled, motivated, innovative employees in particular as well as lowering the morale among existing employees.
One of the main difficulties was to maintain discretion for months, while more than 250 people were involved in the process. Although almost impos ...