The Creoscitex Penguin Parade

The CreoScitex penguin parade

Category 1

Fleisher Communications

Summary

Having decided to launch a positioning and recruiting campaign, CreoScitex-Israel's leading prepress digital printing company, has embarked on Israel's most unique, first of its kind campaign. In its heart was the Penguin - a black and white seemingly dull animal, transformed by CreoScitex into a colorful interesting animal kindly assisted by about 200 top Israeli artists. The extensive PR campaign generated unprecedented media coverage valued at $2.5 million on an investment of $0.5 million. The campaign evolved from mere publicity into the nation's theme of the period and evoked endless reactions. CreoScitex/penguins are now a brand name illustrating color, humor and innovation.

Statement of problem/opportunity

CreoScitex, the world's leading company in the prepress business, was formed on April 2000, by the merger of Scitex' pre-press division and Creo of Canada. The dually (Hertzelia-Vancouver) based company uniquely combines the worlds of technology and art.

CreoScitex' target audiences (the general public and the Israeli business community) were unaware of the distinction between the young innovative CreoScitex and the veteran Scitex which was founded in 1968 and was renowned as Israel's high tech flag ship. Furthermore, the image of the newly formed company was severely impacted by the "old", "heavy" and bureaucratic image of the 30-year old Scitex causing difficulties in recruiting employees in general and young, skilled, motivated, innovative employees in particular as well as lowering the morale among existing employees.

One of the main difficulties was to maintain discretion for months, while more than 250 people were involved in the process. Although almost impossible, the secrecy was kept up to 2 days before the launch.

The programme was conducted in two corresponding paths aimed at addressing the relevant key audiences:

* A nationwide PR campaign directed at the general public and the Israeli business community

* * An exhibit focused on 5 major cities in central Israel (Tel Aviv, Hertzelia, Ra'anana, Kefar Saba and Rosh Ha'ayin) targeting potential and current employees.

Research

An in depth analysis of the Israeli high-tech industry was launched to determine CreoScitex' special features differentiating it both from Scitex and from the highly advanced and innovative Israeli market (ranked as 4th leading hi-tech center in the world).

In house research aimed at defining the profile of the optimal potential CreoScitex employee in view of the increasing, often unfulfilled, demand for skilled and professional employees within the highly competitive, though limited in number, hi-tech job market.

CreoScitex' advertising firm GITAM/BBDO suggested the leading concept of the campaign after library research of current innovative PR/advertising campaigns combining various art forms, which has led to the world of anima. Together we identified the Penguin as the most associated animal with the colors black and white and ready to enter CreoScitex' world of colors.

A curator was retained to identify Israel's leading 200 artists in the fields of painting, sculpture, photography, cartoons, fashion designing video arts, architects, lighting designers and product designers. These artists created the 200 Penguins featuring at the heart of the campaign.

Planning

We have set out to plan a PR campaign that would deliver one big idea as its leading concept and would be Different, would Stand Out and would of course be Relevant.

The primary objectives guiding our planning process were:

* Creating awareness to the name and logo of CreoScitex

* Breaking away from the old image of Scitex

* Positioning CreoScitex as the world's leader in digital printing

* Creating a new image "Actions speak louder than words"

* Positioning CreoScitex as employer of choice

* Lowering the percentage of employees quitting CreoScitex

* Enhancing morale and group pride among the company's employees

* Recruiting young, vigorous, highly professional employees

* Differentiating CreoScitex from other hi-tech companies involved in an employees recruiting process

* * Utilizing the PR campaign to advance CreoScitex' involvement in the community.

In order to assess the success of the PR campaign we established several measurement vehicles:

1. Measurement of recruitment figures prior and subsequent to the campaign.

2. Market research aimed at measuring prior and subsequent rates of:

Awareness to the campaign

The impact on the awareness to CreoScitex and its areas of expertise

The impact on the company's image

The impact on CreoScitex' image as an attractive employer

3. Qualitative and quantitative evaluation of media clippings

4. Measuring the success of the Penguin auction - turn-up, demand and return wise

Identifying the campaign target audiences stemmed from the stated objectives of the campaign, namely:

Potential employees and their families; Current employees of CreoScitex and their families; Current and potential customers of the company; Government and business decision makers; The Israeli prepress and printing industry; Investors; Shareholders; Analysts; Current and potential strategic partners; The general public.

Messages:

* CreoScitex is a multi-national hi-tech company, leader in the area of prepress digital printing

* CreoScitex is a colorful, creative,