Corning Case study CORNING GORILLA GLASS by Doremus

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Industry Electronic Devices & Home Appliances
Media Case study
Market United States
Agency Doremus
Director Dave Hulin
Copywriter Roger Richards, Paisley Schade
Producer Satoko Iinuma
Released February 2011

Credits & Description

Category: Titanium and Integrated
Advertiser: CORNING
Product/Service: CORNING GLASS
Date of First Appearance: Dec 1 2010
EVP/ Creative Director/Copywriter: Joseph McCormack (Doremus)
Associate Creative Director/Art Director: Patricia Byrnes (Doremus)
Associate Creative Director/Art Director: Sukh Brar (Doremus)
Senior Interactive Designer: Jason Leal (Doremus)
Senior Art Director: Olivia Warnecke (Doremus)
Copywriter: Roger Richards (Doremus)
Copywriter: Paisley Schade (Doremus)
Production Company/ CGI: (Framestore)
Director: Dave Hulin (Framestore)
Agency Producer: Catherine Hunter (Doremus)
Producer: Satoko Iinuma (Framestore)
Music Company: (Music Orange)
Sound Company: (Berke Sound)
EVP/ Director of Client Relations: John Mannion (Doremus)
Media placement: Print Campaign - 3 Ads - The Economist, Wired, Scientific American, PC World, MacWorld, Etc. - 1 December 2010
Media placement: Online Campaign - 3 Banners - Online Sites Of The Economist, Wired, Scientific American, PC World, MacWorld, Etc. - 1 December 2010
Media placement: Out-Of-Home Campaign - 3 Executions - Las Vegas Airport & Convention Center - 3-9 January 2011
Media placement: TV Campaign - 3 Spots - FOX-TV, - 6 February 2011

Describe the campaign/entry
Corning Gorilla Glass helps protect millions of the world’s coolest electronic devices from the scratches, drops, and bumps of everyday use. Yet, ingredient brands always have to fight for respect, so for Corning Gorilla Glass we brought in a heavyweight: Victor the urban gorilla.

Our integrated campaign follows Victor’s adventures as he wows clients with his presentations, channel surfs in his modernista home and prepares a gourmet dessert in his sleek modern kitchen. In the process, he embodies the unlikely and memorable combination of attributes—toughness and sophistication—to build the Corning Gorilla Glass brand.

In TV spots, Victor looks and acts very much like a real gorilla, but with a taste for the finer things. In print and OOH, he shows his taste through simple headlines and clean, elegant design. In digital media, he demonstrates the same love for games and gadgets as our digitally sophisticated target audience.

Describe how the campaign/entry was launched across each channel in the order of implementation
The Gorilla Glass campaign launched in late 2010 with a new website, the first “Kissing Gorilla” consumer and trade print ads, and online video banners on both consumer and trade websites.

Victor dominated the January 2011 Consumer Electronics Show in Las Vegas with OOH airport saturation and both digital and traditional OOH around the city and throughout the convention site. The convention events were supported by a lively promotional push in print, through events and PR.

TV spots featuring Victor the Urban Gorilla aired on select channels nationally and in local markets during the Super Bowl. Since then, the campaign has continued to build and expand from consumer to trade audiences, into mobile advertising, interactive online games, and more.

Give some idea of how successful this campaign/entry was with both client and consumer

The Corning Gorilla Glass campaign has successfully created a strong brand amongst consumers and trade audiences, while simultaneously redefining the category. In its first month, the website welcomed 94,000 visitors. Online and mobile banners have been delivering click-through rates at double the industry average, and rich media banners are delivering interaction rates 50% above industry average. The New York Times called Gorilla Glass “the smartphone’s unsung hero” (12/2010), and BrandChannel lauded the campaign launch at CES (1/2011).

From the client’s perspective, the campaign has already shown promising results in promoting Corning’s fastest-growing product, and the momentum is continuing to build.