Case Study for Agency
03-1015026-491

United Technologies - "Causing Wall Street to Take a Fresh Look"

SITUATION: Although United Technologies owned their market- leading
franchises in fields ranging from aerospace to air conditioning,
familiarity with the parent company -- growth prospects seemed to be
falling short of their potential.

MARKETING CHALLENGE: To generate new interest in the company and to
ensure funds for future growth, we needed a campaign that grabbed the
attention of the investment community. Our message needed to
communicate that United Technologies was on the cutting edge of their
industry, and worhty of investor attention.

SOLUTIONS: United Technologies' key to success is summed up in the
campaign's new theme "Be there first." First in new technologies, first
with innovative business practices, first in new markets. Unusual
photographs and interactive copy are designed to stop readers in their
tracks.

RESULTS: Prior to the launch, United Technologies' stock was trading at
65 a share.While advertising was not the sole factor, the stock has
since reached the equivalent of 150 (after a stock split). Readership
surveys confirm that the campaign exceeded the norms for corporate
advertising and surpassed peer company advertising in terms of name
recognition, organizational familiarity and recall.