Payne
Products Security Products
Campaign Payne Security
PP Payne is a company that specialised in tear tape for easy opening for the packaging market. Through the development of their technology they discovered applications for using the tear tape in packaging security for brand protection.
At the same time their parent company Bunzl plc acquired two companies – Morane who make the security film that covers the UK passport and the other, Laminex, making Personal ID products. The synergy between the three product ranges was obvious. Technical Advertising was asked to launch the security products.
To do this, a new brand was created – Payne Security – and the old brands became obsolete. A print and online advertising campaign ran throughout Europe promoting Payne Security expertise in Brand Protection, Document Authentication and Personal Identification.
THE PRODUCT and TARGET AUDIENCES
PP Payne manufacture brand security tear tape, Morane coated film for document authentication and Laminex, ID cards for event and company security. They each had segmented audiences around Europe:
Governments
Hologram companies/ID systems providers/state printers
Health – Europe
Education – Europe
Large corporates – Europe
Leisure – Europe
Morane
Morane
Laminex
Laminex
Laminex
Laminex
OBJECTIVES
To become a recognised supplier of security products
To become market leaders of suppliers of security tear tape and hologram film
To generate revenue from the new technologies created by the merger of each company capability in the group.
STRATEGY
To use brand value of a company that supplies the security film on the UK passport to enhance the value and credibility of the brand protection and personal ID products.
We did not therefore need the multiple brand names we had to maximise the synergy and create a security brand. We could use the communications launch of the brand to push the security products and give them visibility.
Communicate the brand personality within the company – ensure self belief in order to maximise ROI – we wished to create a security culture inside the company.
Launch the products using a cohesive communications campaign across the product groups.
Uniting the brands under the Payne banner to launch this range we added a security tag underneath the existing logo.
The internal launch of the security products took place simultaneously – globally. Staff were given a desk drop of umbrellas, T-shirts, screen savers and newly upgraded, advanced technology security tags.
The External Launch began with a global press launch which positioned Payne Security products as the leading technology in the market and profiled key security spokesman for each product area.
One month later to allow the media to publish the news the advertising campaign broke: leading the way with the UK passport pedigree message:
An image was created for each product group and used in print and online.
Online:
And literature
