How Combat Or Flight Launched A Essential New Product For Below £10k


Combat or Flight gained at The Drum Awards for B2B 2022 within the Greatest Restricted Price range Marketing campaign class for ‘Gown Launch’. Right here, we discover out what went into this profitable work.

Japanese printer producer Roland DG wanted to advertise its newest garment printer throughout 5 European markets – with simply £10,000 ($12,000). Combat or Flight received the job performed.

The transient

In autumn 2021, Roland DG wanted a marketing campaign to advertise its newest garment printer (the catchily named Texart XT-640S-F) within the print, textile and vogue media.

Historically, Roland’s product comms are targeted on technical info, supplemented with white papers, spec sheets and webinars. This time, Roland needed a much bigger, extra artistic thought that will get the eye of vogue and textile print companies throughout the corporate’s 4 core markets: UK, Italy, France and Spain. However the agency solely had £10,000 to spend.

The thought

Combat or Flight got here up with the thought of a ‘Gown Launch’ – a press launch ornately printed onto an exquisite costume – that will “present not inform” garment printers throughout Europe simply how dextrous and adaptable Roland’s textile machines are.

The costume was printed in Europe’s largest vogue capitals, Milan and London, utilizing Roland’s new Texart F-series printer. It used a sample that will showcase the printer’s white ink, and vibrant crimson, pink and inexperienced shade capabilities.

The company appointed clothier Fabia Goff to create patterns impressed by Roland’s Japanese heritage, and a video crew to shoot a mannequin sporting the costume for a UK photoshoot. Teaser movies have been uploaded to Roland DG’s LinkedIn and Instagram channels. On launch day, hi-res pictures of the Gown Launch have been despatched to print, textile and vogue commerce media, together with explanatory copy. A sequence of social media posts adopted, together with a ‘making of’ video that allowed the viewers to see the printing course of for themselves.

The outcomes

For a complete price of simply £9,000, the “Gown Launch” marketing campaign delivered 60+ articles for Roland DG throughout print, textile and vogue media in UK, France, Italy and Spain. 46% of all protection was non-English language, a key metric for the marketing campaign.

High hits included Printwear and Promotion, Textil, Print Month-to-month, Trend United, Innovation in Textiles, and a function in PRWeek’s ‘Marketing campaign of the Week’ part. On LinkedIn, regardless of zero paid social spending, the marketing campaign drove virtually 11,000 natural impressions and over 1,000 engagements (at an engagement price of 11%, in opposition to a 2% trade common).

The hero publish was the all-time top-performing publish on Roland DG’s channels, delivering an engagement raise of 1900% in comparison with the common Roland DG natural publish.

This marketing campaign was a winner at The Drum Awards for B2B 2022. You may see all of the winners right here. The Drum Awards for Advertising are at present open for entry. Discover out how one can enter now.

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