Project Description

How do you introduce an innovative new machine tool to a conservative industry, and generate overnight product awareness? We christened the product with a name that combined the superiority of its advanced technology with its proud German heritage; tagged it as “Clearly a cüt above”; and, oh yeah, recruited the operator of the world’s largest manufacturing operation as our spokesperson. The Santa video became a viral sensation in the machine tool industry, and was followed up with print, digital and direct mail advertising.

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