Case Study for Agency
03-1014993-684

Situation:
Johnson Controls is a leading designer, engineer and manufacturer of
interior systems for the global automotive industry. Known for almost
30 years as a leader in providing innovative, consumer-driven
electronic products seamlessly into automotive interiors. Client was
not considered a viable supplier for more mainstream electronic
systems.

Marketing Challenge:
Change perception of client from that of a niche electronic product
supplier to that of a viable electronics solutions provider.

Strategy:
Generate intrigue and interest among core customer base regarding
client capabilities by showcasing credible "alliances" with other
industry-leading manufacturers. Launch integrated campaign at major
trade show with a full spectrum of targeted communication elements.
Continue message utilizing key trade publications.

Results:
Consideration of client for; interior electronics modules increased
317% and interior electronics systems increased 450%
Electronics modules and systems sales increased 25.8%, 5.5% over
projection.