Pitch Likens Mimio Product to Post-It Notes
CHICAGO–Martin/Williams used its experience working for 3M’s Post-it Notes to win Virtual Ink’s business-to-business account.
The Minneapolis shop won the Boston company’s $5-8 million business after a review, conducted by Pile & Co. in Boston, that also included Carmichael Lynch, Minneapolis, and Hampel/Stefanides, New York.
M/W has begun work on a national branding campaign for a new product, Mimio, which transmits information written on whiteboards directly to PCs.
“We used Post-it Notes as a case study in the pitch because those were also a new way to communicate,” said Susan King, who will be the management supervisor on the business.
The agency handled the successful introduction of Post-it Notes in the late 1970s, she said.
Much like the now-ubiquitous yellow notes, Mimio, while primarily a business application, could also foster a broad-based appeal, King said.
“We took [Mimio] out on the street, and people were asking about the product as if it were magic,” she said.
The Mimio campaign will likely include TV, print, radio, direct marketing and Internet ads, and should break early next year.
The win caps a two-week, $40 million new-business run for the agency, which also won the $30 million Powertel account and $5-7 million Bruegger’s Corp. business.
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