Wednesday, 31 August 2005
Coleman and Campingaz
Iconography are delighted to have won the contract to design and build an interactive European trade marketing CD-Rom for prestigious outdoor, adventure and recreation brands Coleman and Campingaz.
Coleman are known for their iconic lanterns, tents and sleeping bags and Campingaz are famous for their blue outdoor cooking appliances.
The CD-Rom solution based on Iconography’s highly innovative modular multimedia presentation software, IVOR, will be used over an intensive three month period to support the brands trade marketing showcase "Base Camp" and enable the sales and marketing teams to deliver customer specific brand and product presentations, tailored to the needs of individual customers.
Base Camp is an annual three month event where senior buyers from High Street chains such as Blacks Leisure and Millets, as well a many smaller outdoor and adventure retailers visit a set piece exhibition showcasing the entire new Coleman and Campingaz product portfolio.
The CD-Rom features high quality interactive animation and video to enable the sales and marketing team to fully explain the technology that has gone into producing the high performance features and products across the 2006 product range.
As a truly European marketing initiative the CD features several European languages and enables the European Sales team from across the different territories to use the same CD-Rom presentation and present text elements in the required language. The presentations are delivered via touch screens throughout Base Camp and as 1-2-1 presentations as part of the pre-sales exercise.
The CD-Rom marks a radical departure for Coleman and Campingaz from using large paper files and generic PowerPoint presentations as the main way of explaining and selling their products to the retail channel.
Given the competitive nature of the retail market and the threat faced from inferior products from the Far-East a decision was taken to invest in effective and engaging communications tools to promote the brands and launch the products; the business objective being to better explain the R&D, high quality components, manufacturing and quality control that underpins every product and build value across both portfolios.
