Ott Communications positions Japanese conglomerate Kyocera as the "One company" in its new branding campaign.
The Louisville, Ky., shop faced a two-pronged challenge when it won the estimated $7 million marketing account late last year: Kyocera, a $13 billion corporation, was virtually unknown outside Japan; secondly, its consumer products range from photocopiers and cell phones to solar panels and kitchen knives.
"What was missing was a consistent marketing message identifying Kyocera as a company that does all these amazing things," said agency president Chris Ott. "What we've got to do is stay at it, get some market share on the radar screen."
Two new television spots use a mesmerizing voiceover by actress Linda Hunt to drive that point home. The first ad, essentially a visual catalog of products ("cell phones with wireless Web access ... digital cameras the size of a credit card"), is built around Hunt's repetitive mantra: "One company makes ... One company provides ... One company does ...")
The second 30-second spot both promotes and piggybacks on one of Kyocera's better-known subsidiaries—copier maker Mita.
"First and foremost, our objective is to make the general public aware of the brand," said Ott. "Who Kyocera is, what it does ... how do you even pronounce the word. That's why we went to Linda Hunt."
The TV spots are scheduled to run through March 2002 on national cable outlets including MSNBC, CNN and Fox Sports Network.
Print will appear in The Wall Street Journal, Inc. magazine as well as educational, healthcare and governmental periodicals.
Ott originally won Mita's American cop-ier business on the strength of work it had done for Lexmark, a printer manufacturer in Lexington, Ky.
The "One company" tag resonated so well with marketing executives at Kyocera International's U.S. headquarters in San Diego that it was expanded to include other consumer products.
Ott creative director Tim Hogan handled direction as well as copywriting duties; John Schooley served as art director. Production was performed at Videobred Studios in Lexington.