Company: Dow Corning
Entry Submitted By: Slack Barshinger
Company Description: Dow Corning provides performance-enhancing solutions to serve the diverse needs of more than 25,000 customers worldwide. A global leader in silicones, silicon-based technology and innovation, Dow Corning offers more than 7,000 products and services via the company’s Dow Corning® and XIAMETER® brands. Dow Corning is equally owned by The Dow Chemical Company and Corning, Incorporated.
Nomination Category: Advertising Awards Categories
Nomination Sub Category: Chemicals - Campaign
Nomination Title: XIAMETER brand print ad series
The date on which the media element(s) in this entry was first run, aired, or otherwise made public:
Date first released: August 2009
Briefly describe this campaign's communications objectives and how it met those objectives (up to 100 words):
Dow Corning’s XIAMETER brand provides an efficient new way for procurement
professionals to buy standard silicone products at market-based prices.
Customers can go online to purchase their materials—saving time, money and
effort in the process. To generate market awareness and preference, this
introductory print ad series targets prospects in manufacturing companies via
vertical trade magazines serving key global markets. The series highlights key
selling points while establishing a distinct copy tone and illustration style
that connotes the advantages of simplicity and self-service. The call to action
on each ad invites readers to learn more by visiting the XIAMETER website.
Provide the applicable creative and production credits for this entry:
Executive creative director: Ron Klingensmith
Creative director: Matt Finizio
Art director: Matt Finizio
Copywriter: Mike Ritt