A new technology was gaining momentum on the back of unfounded claims and became a possible substitution threat to copper. The International Copper Association (ICA) engaged Kellen to develop a proactive campaign that positioned its new copper technology, MicroGroove, as the cost-effective and energy efficient choice.
Specific attention was needed to highlight copper’s competitive advantage over the competing technology. Kellen identified “efficiency” as a core feature for copper to own since many other benefits followed, including size, weight, and energy savings. We launched an aggressive public relations, marketing, and advertising campaign to realign perceptions and promote MicroGroove as the leading energy efficient technology. The campaign included targeted print advertisements and by-lined articles in leading international trade publications, as well as webinars, exhibits, and presentations at major trade shows across the globe. A new content-rich website was also developed, including FAQs about the new technology and an array of technical papers and literature.