Smithtown, NY, Dec. 13, 2012 (GLOBE NEWSWIRE) -- (http://www.myprgenie.com) -- SMM Advertising, a full-service advertising and marketing agency, has won a Silver Davey Award in the highly competitive "Integrated Campaign" category for a campaign it created for client Albrecht Inc., a leading manufacturer of precision milling chucks.
The winning campaign was developed by SMM to introduce Albrecht's revolutionary tool-holding technology for CNC (computer numerical control) machining. Although higher priced than other power milling chucks, the product's higher efficiency and ability to extended cutting tool life makes it a far greater value than similar products.
"The challenge we faced," said SMM President and CEO Charlie MacLeod, "was to overcome the industry's natural resistance to change and convince customers that the investment in the new tool holders would quickly pay off in labor savings and reduced tool replacement costs."
Originally called the APC (Albrecht Power Chuck), SMM renamed it the "Überchuck" to capitalize on both its superior performance and its heritage of precision German engineering. Using the positioning line "Clearly a cüt above," the campaign employed humor in both traditional and digital media to create immediate interest and sales within the machining industry. In order to break through the clutter and reach the target audience, SMM wrote, designed and produced a short humorous video shot at the world's busiest manufacturing facility -- Santa's North Pole Workshop.
The unorthodox and entertaining video succeeded in moving away from the traditional communications channels for the machining industry. SMM also developed a single-product website, uberchuck.com, which included the North Pole video, in-operation videos and an interactive 3-D presentation of the product's benefits. The campaign also included print and online ads, along with email, direct mail and public relations outreach to bring interested buyers to the website of "The Official Milling Chuck of the North Pole."
More than 4,000 entries were submitted to the International Academy of Visual Arts, whose Davey Awards recognize advertising that derives its strength from "big ideas, rather than stratospheric budgets."
To see the full campaign, please click "The Work" on the SMM Advertising site at www.smmadvertising.com and then click "Albrecht" under Historical Portfolio.
About SMM Advertising
SMM is an advertising agency headquartered on Long Island, New York. In a culture that refuses mediocrity, SMM builds brands using integrated creative and media strategies. A full-service advertising and marketing firm, SMM is experienced in business-to-business, consumer, and recruitment advertising, and serves multiple industries in local, national and international markets. SMM is a member of the American Association of Advertising Agencies, and has been recently recognized as one of the nation's top business-to-business advertising firms by B to B magazine, published by Crain Communications, Inc. For more information, please visit us at: www.smmadvertising.com.
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