Developed in conjunction with the Hot Diggity Creative agency (Dover, NH, USA), the Malvern Panalytical movie heralding the 2008 launch of the company's revolutionary Kinexus rheometer, has won BtoB magazine's coveted award for 'Most creative online campaign'. The award was presented at BtoB's Best Awards Luncheon held on 12 November 2009 at the Edison Ballroom in New York City.
The online campaign 'A unique event in rheology' was a teaser for the new product's web launch and included a quirky animated cartoon that created excitement and led viewers to sign up for the launch webinar. According to the judges "it made us want to see it".
The Kinexus launch took place in September 2008 and Randy Byrne, VP Marketing for Malvern Panalytical, explains some of the thinking behind the campaign: "As we always anticipated, Kinexus has electrified the field of rheology, addressing many of the fundamental issues that have held back the more widespread use of rheometers," he said. "In line with Malvern Panalytical having always pushed the boundaries in web-based communications we planned a live webinar for the worldwide launch of this significant new system. The question was how to generate interest, excitement and registrations ahead of the event - without revealing anything about the product, or even that it was to be a product launch. The 'A unique event in rheology' campaign hit exactly the right note.
Kinexus is a unique rheometer designed to meet rheology needs across a wide variety of research sectors, industries and application areas, for users at every level of experience. It enables precise analysis of the rheology of materials: from liquids to soft solids, processability to product performance, temperature to time dependence. Most recently exhibited at the International Congress of Rheology in October 2009, Kinexus generates enormous interest wherever it goes on show. By making the performance of sophisticated measurements easier than ever before, and enabling those measurements to be carried out by personnel at all levels of experience, it is making rheology truly accessible.