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CASE STUDY   › New Product Launch › Sales Meeting › Direct Marketing › Collateral › Microsite First year sales exceed 200,000 units; within 3 years, the brand moves from last to first in the category.    Advance, North America's leading producer of ballasts for the lighting industry, partnered with ARENDS to name and brand a new ballast family for compact fluorescent lamps.         New Product Launch Advance needed a new brand name and launch campaign for their new compact fluorescent ballast. ARENDS keyed in on how easy it was to wire from the side and “down under”…and there it was, mate. The new product would be called SmartMate® and launched with a distinctive Australian theme.   Sales Meeting A key outcome of the ARENDS process is the alignment of internal and external expectations of brand value. Before SmartMate® was launched, internal stakeholders – OEM sales and customer support – previewed the new brand’s value proposition, message platform and promotional theme.   Direct Marketing Post cards from Advance engineers told lighting fixture designers a tale of intrigue from “down under”. Each card unveiled a key product benefit. Timed with the 2000 Olympics in Sydney, Australia, the post cards offered free Olympics merchandise as incentives to participate in the promotion.   Collateral An Aussie “spokes-character” unified the campaign and all collateral. The engaging down-under theme underscored benefits most desired by lighting fixture designers. Product demos and other promotional elements engaged long-term winning customers, not short-term transactional customers.   Microsite An ARENDS-crafted microsite enabled fixture designers to participate on-line, learning about the product, ordering product samples and registering to receive free Sydney Olympics apparel. Within three years of the launch, Advance had moved from last to first in the CFL category.   ……………………………………………………………………………………………………………     Other case studies: ›  Viral branding campaign draws attention and awards. Siemens turns heads with help of ARENDS-produced online mystery promotion filled with video, intrigue and rewards.   > see the work ... ›  Revenue up 130% – customer base grows by 200%: ExpressYard, is now a leading producer of software for managing railroad car maintenance operations, thanks to a collaboration with the ARENDS branding and communication team.   > see the work ... ›  15 qualified project leads over the first four months, with each lead representing a multi-million dollar project: The Precast/Prestressed Concrete Institute (PCI) reaches new audiences and elevates brand image by means of ARENDS award-winning print ads and websites. > see the work ...    ›  8% gain in market share: Within 10 months after ARENDS re-brands Systech's fleet management software, more than 4,000 trucks are converted.          > see the work ...   ›  17% sales growth in the first year: Knowles Acoustics enlists ARENDS to introduce its first-to-market surface-mount electronic components to OEM design engineers in Asia, Europe and the US.  > see the work....      ›  8,000 contractors participate in the first four months:  Tyco Electrical & Metal Products asks ARENDS to elevate its Allied brand of conduit above commodity status.  An innovative merchandising display moves the product from the warehouse to the showroom.   > see the work....

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