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Video-based online game builds awareness for 3M.(Net Marketing)(Minnesota Mining and Manufacturing Co. signs advertising contract with AKQA)
B to B, October, 2005 by Bannan, Karen J.
Byline: KAREN J. BANNAN
3M is a well-known brand, but few people realize that the St. Paul, Minn.-based company sells more than 50,000 different products and has seven business divisions targeting businesses as well as consumers. "Awareness is pretty strong, but familiarity [of what we offer] is not as diverse,'' said Andrew Lock, 3M's U.K. marketing communication manager. "Our business problem was that people don't realize that we can solve as many problems as we can.''
Last April, 3M, in conjunction with online agency AKQA, launched a six-month, [pounds sterling]130,000 Flash-based banner ad campaign targeted at engineers and health and safety purchasing managers, among others, in the U.K. The campaign used a 60-second video clip of a businessman...
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