Situation
Eastman Chemical Company, a Fortune 500 leader in the chemical industry, needed to create brand recognition for a specialty plastic. Spectar, a copolyester product used in point of purchase displays and signage, led the market until its patent expired, and competitors began to dilute market share. Eastman needed to create a brand, encourage use by designers and fabricators, and demonstrate the competitive advantages of Spectar.
Solution
n-tara interactive created a series of animated episodes pitting Spectar against its competition. The custom 3D animated DVD program, translated into 8 languages, communicated with multiple audiences, to sell the product in many countries and languages. The animated segments were designed with a creative audience in mind, and the technical specifications and video of field fabrication was specifically targeted at the more technically minded extruder.
Success
The DVD was sent worldwide to thousands of customers and the response was tremendous. The Spectar character, created by n-tara interactive, was especially impactful with Eastman’s customers. A tangible version of the character was crafted from Spectar copolyester to demonstrate real-life product qualities, and gave the brand personality and an identifiable market presence. The DVD was rolled out globally and utilized in sales presentations and as a pivotal element in event marketing. The solution won multiple design and industry awards for Eastman Chemical Company.