Weightlessness has its strengths

The development team at SCA Packaging, one of Europe's leading manufacturer's of corrugated packaging board, produced a new board material that was lighter than traditional corrugated boards but with no significant loss in strength.

The brief was to develop an integrated launch programme. Traditionally product names had been given more obvious names or even type numbers. However our response was to introduce a more emotional name and called it New Elevation.

The campaign presented used a space theme to promote the idea of weightlessness, and included advertising, direct mail and sales support material for use by the sales team in front of customers. Each of the sales team were provided with a tape or CD which reminded them of the main benefits of the new product.