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BMA Houston hosted its annual Lantern Awards of Texas event in November. The chapter recognized the integrated marketing communications program that agency CS Creative developed for its Texas Instruments client as Best of Show.
Texas Instruments asked CS Creative to develop a program to support the expansion of its medical business unit. The semiconductor chip manufacturer wanted to introduce its products to engineers working in the healthy lifestyles vertical and to build its brand.
CS Creative conducted market research and developed brand positioning. The expansion carried the name TI HealthTech and the tagline “Engineering Components for Life.” Its goal: To foster an emotional connection in a market in which competitors primarily focused on product attributes.
The message extended itself to web pages, banner ads and e-newsletters, and it also carried weight at trade shows. The business unit saw revenue jump by 23%, and banner ad impressions, collateral downloads and other key metrics exceeded goals.
Other marketing organizations recognized at the event included agencies Fifth Ring, Axiom and Croxson Design, as well as corporate marketers FMC Technologies and Tesco Corp. To view the creative, visit the Lantern Awards site.
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