JP | KOM (Germany) in collaboration with BlueFocus (China)

iprnInternational (I), Winner B2B0 Comments

Project of the Year Overall Winner 2011

Category Winner – B2B

JP | KOM (Germany) in collaboration with BlueFocus (China)

OBJECTIVES

Increase market presence of SMS Meer, a leading German company for plant construction and mechanical engineering, and establish new production site through the official opening of SMS Meer Engineering China – SMEC

STRATEGY

  • Create awareness among (potential) customers
  • Celebrate the new market presence
  • The quality of the communication activities to mirror the quality of the products and services of SMS Meer
  • Balanced messaging in China and Europe
  • Continuous tracking of the outcome

KEY MESSAGE

Leading German technology – manufactured in China

PROGRAMME

  1. Meeting in Shanghai of project team (JP | KOM, Blue Focus and SMS Meer CorpCom)
  2. Invitations to the opening designed, guest list (including press) drawn up
  3. Advertisements prepared for German and Chinese Media
  4. Trade media relations programme initiated
  5. Presence at Tube China 2010 trade fair
  6. Corporate brochure in Chinese and English
  7. Establish SMEC Website
  8. Official opening – included employees welcome, media briefing, official ceremony and official banquet
  9. Analysing of media response
  10. Final presentation

RESULTS

  1. Positive media response in China and Europe – local, financial and trade media, which also mentioned the investment in the new site of 200 million Yuan ($US29.96million). 93% of Chinese coverage was positive and of the European media it was 90%. The rest was neutral.
  2. Attendance on the day exceeded the initial targets.
  3. The opening went perfectly, the attending customers of SMS Meer were very satisfied.
  4. The project was brought in on time (five months) and to budget.

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