Corning's "Coming Out" Party At The CES
Doremus' campaign for Corning® Gorilla® Glass launches around big push at Consumer Electronics Show.
- (1888PressRelease) January 04, 2011 - Corning Incorporated (NYSE:GLW), a name associated for nearly 160 years with innovation around specialty glass and ceramics, is launching a new campaign for Corning® Gorilla® Glass, an ingredient brand currently found in many consumer electronics.
The new campaign was created by Doremus, BtoB magazine's "top agency" for 2010. It launches in tandem with Corning's first appearance on the show floor for Corning Gorilla Glass at the Consumer Electronics Show in Las Vegas, January 6-9, 2011.
Gorilla Glass is everywhere.
Named for its "ape-like" toughness, Corning Gorilla Glass stands up to the scratches, drops and bumps of everyday use, despite its thin/lightweight profile and sophisticated appearance. It is currently used in many consumer electronics from major brands, including smart phones and tablet computers, and on hundreds of devices.
Gorillas of the urban kind.
The Doremus campaign employs a cast of very tech-savvy gorillas putting cell phones, Tablets and HD TVs through their paces, much like "urban gorillas" of the human kind. Concepts and situations in the ads play off the juxtaposition of the product with headlines that read: "Tough, yet beautiful." "Tough, yet handsome." "Tough, yet refined." "Tough, yet fashionable." "Tough, yet ingenious."
The goal of the Doremus campaign is to build awareness, interest, and preference for Corning Gorilla Glass within the tech-savvy consumer electronics community and among electronics/ consumer product designers.
Elements include: print, banners, mobile, out of home, online videos (using CGI - computer generated imagery), a website (www.corninggorillaglass.com) and interactive games.
January print and online publications featuring Corning's Gorilla Glass campaign are: Bloomberg BusinessWeek, Wired, Rolling Stone, GQ, The Economist, Men's Journal, PC World, Macworld, Scientific American, and The New York Times magazine. Online (only) sites include: CNET.com, Gizmodo, Engadget, Ars Technica and Federated Media. Out of home runs on billboards in Las Vegas (during the CES).
Target audiences include early technology adopters, tech enthusiasts, designers and manufacturers of consumer electronics. The technorati who appreciate the value of this ingredient brand can learn more by going to the Corning Gorilla Glass website (www.corninggorillaglass.com).
Dan Collins, division vice president of Corporate Communications observed, "For a century and a half, Corning has been quietly committed to innovation - ranging from NASA space missions to emissions control to fiber optic communications. Corning Gorilla Glass is one of our most recent innovations to take hold, and the potential applications for this multi-faceted ingredient brand are endless. Our new advertising only touches on a few of these applications in the electronics arena. The Corning Gorilla Glass story is just starting to be told. Stay tuned."
John Mannion, Doremus EVP of Client Relations, noted, "What's amazing about Corning Gorilla Glass is how elegant it looks, yet how tough it is. It literally changes how you think about glass. Ordinarily you wouldn't even consider glass on these products. Now you can. And you can expect more and more in the future -- as evidenced by the company's high profile for Corning Gorilla Glass at the CES. Doremus has been honored to create a quick, visually intuitive, yet highly intriguing campaign that begins to tell the Corning Gorilla Glass story."
Creative Directors: Joe McCormack; Pat Byrnes
Art Directors: Pat Byrnes; Sukh Brar
Copywriters: Joe McCormack; Robert Richards; Paisley Schade
Interactive Designers: Olivia Warneke; Jason Leal; Tony Landgraf; Arron Creechley
Production Company: Framestore NY
Director: David Hulin
Music: Music Orange
Producers: Catherine Hunter; Satoko Iinuma; Rebecca Kidder
About Corning Incorporated
Corning Incorporated (www.corning.com) is the world leader in specialty glass and ceramics. Drawing on more than 150 years of materials science and process engineering knowledge, Corning creates and makes keystone components that enable high-technology systems for consumer electronics, mobile emissions control, telecommunications and life sciences. Our products include glass substrates for LCD televisions, computer monitors and laptops; ceramic substrates and filters for mobile emission control systems; optical fiber, cable, hardware & equipment for telecommunications networks; optical biosensors for drug discovery; and other advanced optics and specialty glass solutions for a number of industries including semiconductor, aerospace, defense, astronomy and metrology.
Doremus (www.doremus.com) is a specialist in a world of generalists. With offices in New York, San Francisco, London, Frankfurt and Hong Kong, it specializes in business communications, helping companies align their communications with their business objectives. It does this by leveraging a unique understanding of the complexity of their industries and audiences, and translating that into compelling business-building solutions. Doremus is part of the Omnicom Group Inc. (NYSE:OMC), a leading global advertising, marketing and corporate communications company.
Doremus is a part of the Omnicom Group Inc. (NYSE: OMC). (Omnicom is a leading global advertising, marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, interactive, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.