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CASE STUDY

GN Netcom :: Media Collateral (Video Commercial, Interactive)GN Netcom is the world leader in hands-free communications solutions, focusing specifically on three market segments: call centers,offices and mobile. GN Netcom encompasses three business entities: GN Netcom, provider of hands-free communication products,Hello Direct, a leading business-to-business direct marketer of hands-free telephony and interface solutions for North America andJABRA, the foremost provider of innovative hands-free products for the mobile consumer market.

challengesGN Netcom was introducing theiraward-winning B2B products to theconsumer market through majorretail-chain distribution. Theyneeded to bolster their existingtop-of-mind awareness in the highly competitive B2B market todefend against new rivals, and then leverage that awareness inthe small office, home office(SOHO) B2C market.

• Create powerful and compellingvisual vehicles that let people“virtually” experience the latest-technology and future products.

• Clearly articulate the positive and personally rich experiences people enjoy when using GN Netcom products.

• Convey key messages of features,benefits, and superior quality ofperformance

• Maintain brand consistency with the newly developed globalproduct branding strategy.

• Reinforce the brand to the B2B andintroduce it to the B2C segment

solutionGN Netcom decided to launch aglobal, corporate-branding cam-paign designed to build its image.They consulted with ActiveEdge to

define the goals of the campaign,identify the key messages, and create solutions that carried thekey messages through vivid, visual, experience-rich media.

ActiveEdge developed a 45 second,high-definition, broadcast-qualityproduct commercial and a 3minute, self-running computerinteractive (Kiosk Eucator) to belaunched at the 2005 ConsumerElectronics Show (CES) in LasVegas, NV.

The creative strategy behind bothmedia was to be immediately iden-tifiable as part of the brand ‘family’.ActiveEdge developed key messag-ing points, supporting copy, andengaging design solutions thatinvited and enticed the viewer to‘experience’ the product.

The commercial displayed on two72” plasma screens. It was thefirst ever commercial produced forthe global company and depicted amain character in an office settingusing their latest technology. Keymessages used to describe theproduct experience entered andexited at specific scenes. The audiopurposefully featured music ratherthan voice to focus on the productexperience.

The Interactive (Kiosk Educator) ranon a PC with a 20” flat-screen dis-play monitor. The functionality andprogramming made it either self-running or self-guided permittingthe user to drill-down for additionalinformation at their own pace, withthe click of a mouse. ActiveEdgedeveloped complex 3D models ofthe products that optimized per-formance, and allowed technicalspecifications to be visually repre-sented and easily understood.

resultsGN Netcom successfully launchedtheir B2C initiative at the 2005 CESshow, driving increased web sitetraffic and increased brand recallduring show follow-up.

deliverables• 45 second HD video

product commercial

• 3 minute interactive kiosk educator

• Executive Producer (Video)- Project Management- Location Scout- Talent Search- Videography Management- Editing & Post Production

• Creative Strategy (Video and Kiosk)

- Visual Design- Script Development- Key Message Development

• Technical Strategy (Kiosk)- 3D Modeling- Technical Programming- Flash Animation

applications / software used• Alias Maya• MacroMedia Flash• Rhino 3D• Adobe PhotoShop• Adobe Illustrator• Final Cut Pro

45 second product commercial :: Sample screen shots from commercial

3 Minute Interactive Kiosk Educator ::