3M: PERSONAL CINEMA

Credits & Description:

Category: Best Consumer Engagement

Advertiser: 3M

Product/Service: PROJECTOR

Agency: HOUSE RAPP

Date of First Appearance: Jul 4 2010

Entrant Company: HOUSE RAPP, San José, COSTA RICA

General Creative Director: Dennis Chinchilla (House Rapp)

General Creative Director: Alan Carmona (House Rapp)

General Creative Director: Andrei Bonilla (House Rapp)

Media Executive: Sharon Arias (OMD)

Art Director: Mauricio Mejía (House Rapp)

Art Director: Marcela Rodríguez (House Rapp)

Art Director: David Rojas (House Rapp)

Art Director: Rolando Barrantes (House Rapp)

Art Director: Jhocelin Arias (House Rapp)

Art Director: Fernando Sandí (House Rapp)

Experiencial Marketing Director: Paula Solano (House Rapp)

Experiencial Marketing Executive: Mariella Solano (House Rapp)

Experiencial Marketing Executive: Jackqueline Arias (House Rapp)

Media placement: Ambient - Cinemas - 4 July 2010



Insights, Strategy & the Idea

In Costa Rica, 3M launched Mpro 150, the world's smallest projector.



Mpro 150 is a revolutionary product but when it was launched, it was also unknown, it arrived with a low marketing budget and with a small physical size that could raise concerns about the quality of its image.



This is why we needed:

- to launch to a mass audience to make them all see Mpro150 in action.

- to give them all a good experience with it.



Creative Execution

We created a movie theatre within a movie theatre, a small theatre for two.

To make it more attractive, we projected something not usually seen in Costa Rican local cinema - independent short films created by young movie makers.



Through more than 500 shows, the audience could see the Mpro 150 at work. People saw its image quality, weight and power. Above all, they had a real movie experience, but with a pocket-size projector.



Results and Effectiveness

Over 1,000 people directly interacted with the product.

The entire stock of Mpro150 was sold out.

During the campaign period, the 3M projector line increased its sales by 400%.