Dassault Systèmes Rolls Out Major Ad Campaign, Positioning its Brand at the Heart of Corporate Strategy
Dassault Systemes is making a big splash in the US with its first major multimedia advertising campaign that is meant to greatly enhance the visibility of the global 3D design company.
Dassault Systemes, long known for innovative technology used by the world’s top companies (Boeing, Proctor & Gamble, Ford) to design and manufacture their products, has decided to make 2012 the year where it raises awareness of itself among the global business community. The approach has been to change the way this 40-something year old company thinks about itself and presents itself to the world. No longer is the technology or product front and center, it is the experience—how the end-user uses the technology to experience a particular product—that is taking the lead. Here’s a quick sample of the advertisements that are appearing on TV: http://www.youtube.com/watch?v=eW7y-ErlfwI&feature=plcp. There are similar “If We” print ads running in airports and business publications across the globe.
A new baseline to extend the scope of possibilities
Designed with UK agency TheFrameworks, this high-profile ad campaign features the company's new baseline: "IFWE", along with a new slogan: "If we ask the right questions... we can change the world".
IFWE reflects a recognition that innovative collaboration invariably involves questions that begin with the words “if we…”. The campaign also directly captures the way 3D experiences enable innovators to endlessly explore and navigate future possibilities (“IF”) and to work together to do so (“WE”).
The campaign visuals feature dreams that could be brought to life using Dassault Systèmes software, as well as dreams that have already turned into reality thanks to its technology.
The campaign includes a TV commercial (aired on BBC World, CNN, Eurosport, BFM TV, among others), print (The Financial Times, Time Magazine, Wall Street Journal, The Economist, Le Monde, and Le Point), digital (LinkedIn, Mediafed, Boursorama) and poster advertisements at prominent airport hubs throughout the world. The campaign will run until the end of October 2012.
The company is running a challenge to engage users over social media. Dassault Systemes is asking people to “share their own world-changing dream with the world by coming up with a 140-character statement starting with the words “#IFWE”. The best “IF WE Dream” will be rewarded, with prizes up to $15,000 to bring your dream to life! More: http://www.3ds.com/if-we/contest/how-to-participate/