Mori Seiki “Innovation” Campaign

How do you capitalize on a leadership position in an industry where there are a handful of formidable competitors and a target audience that essentially sees product parity? dgs did it by creating a bold, aggressive, action-based campaign with clever customer-focused messaging. Simply themed “Think Big,” this comprehensive campaign included print ads, direct mail, Web, public relations, collateral, dealer co-op materials, and trade show graphics. As is often the case with dgs clients in technology-based manufacturing categories, purchase decisions are made “by committee” and include a wide range of titles and backgrounds. Proof that this campaign resonated with the manufacturing engineers, plant managers, machine operators, and purchasing managers that were targeted by dgs is the fact that Mori Seiki sales increased substantially in the year of the campaign despite the slow recovery atmosphere of the global machine tool industry.