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TECH ON TOUR TRAILER ROLLOUT
Creative: Creative style, bold and graphic. The design intent was to humanize a semiconductor company with a business-to-consumer approach, so we wrapped our trailer with fun, non-corporate, and approachable graphics. The supersized graphic icons represented our end product offering positioned on a graphic MCU chip, which conveyed the consumer touchpoints of Atmel’s MCU chips. The lightbulb logo with an infinity filament was a graphical representation of Atmel's tagline. The bold, Atmel-blue branded graphics truck was designed as a moving billboard meant to raise brand awareness from the White House to Hollywood.
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Audience: Audience was anyone interested in learning about Atmel products, specifically design engineers, students, and faculty.
Goal: To be fun, different, and visually compelling. The functional goal was to increase user engagement by bringing Atmel’s hands-on technical training to a location near the consumer and reduce engagement costs.
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Campaign Components: Microsite, videos, PR, selfie sweepstake contest, and environmental signage as well as social media promotion and chatter.
Results: In its first year of launch, TOT made more then 200 stops, attracted more then 9,200 attendees, and achieved a 90.5% decrease in costs, from $229 per person in 2013 to $216 per person in 2014. On social media, in its first week of launch, TOT reached 21,000 people, with a total of 92,000 impressions on Twitter and 285 likes received on Facebook. Winner of the Exhibitor All-Star Award.
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TOT Selfie Sweepstakes. Purpose to increase customer engagement.
By promoting Selfie Sweepstakes across multiple channels and devices, Atmel experienced a 30% click-though-rate and an 82% application completion rate. We added a new platform to nurture event leads, and built stronger relationships with prospects who attend a TOT event. Additionally, TOT visitors were invited to take a selfie with the trailer and post it in the contest for a chance to win a tablet. This personal touch helped Atmel reach nearly 2,000 people and generated 140 solid leads in a few short months.
TOT Infographic Shared on Social Media
Bringing Technology To You
robin berman
Creative Director for Technology and Consumer Products
