12/16/2009 1:31:58 PM
16 December 2009: Malvern, UK: Developed in conjunction with the Hot Diggity Creative agency (Dover, NH, USA), the Malvern Instruments movie heralding the 2008 launch of the company’s revolutionary Kinexus rheometer, has won BtoB magazine’s coveted award for ‘Most creative online campaign’. The award was presented at BtoB’s Best Awards Luncheon held on 12 November 2009 at the Edison Ballroom in New York City. The online campaign ‘A unique event in rheology’ was a teaser for the new product’s web launch and included a quirky animated cartoon that created excitement and led viewers to sign up for the launch webinar. According to the judges “it made us want to see it”. View the movie at: http://www.youtube.com/watch?v=kivo1pg2oqQ
The Kinexus launch took place in September 2008 and Randy Byrne, VP Marketing for Malvern Instruments, explains some of the thinking behind the campaign: “As we always anticipated, Kinexus has electrified the field of rheology, addressing many of the fundamental issues that have held back the more widespread use of rheometers,” he said. “In line with Malvern having always pushed the boundaries in web-based communications we planned a live webinar for the worldwide launch of this significant new system. The question was how to generate interest, excitement and registrations ahead of the event – without revealing anything about the product, or even that it was to be a product launch. The ‘A unique event in rheology’ campaign hit exactly the right note.
Kinexus is a unique rheometer designed to meet rheology needs across a wide variety of research sectors, industries and application areas, for users at every level of experience. It enables precise analysis of the rheology of materials: from liquids to soft solids, processability to product performance, temperature to time dependence. Most recently exhibited at the International Congress of Rheology in October 2009, Kinexus generates enormous interest wherever it goes on show. By making the performance of sophisticated measurements easier than ever before, and enabling those measurements to be carried out by personnel at all levels of experience, it is making rheology truly accessible.
About Malvern Instruments
Malvern Instruments provides a range of complementary materials characterization tools that deliver inter-related measurements reflecting the complexities of particulates and disperse systems, nanomaterials and macromolecules. Analytical instruments from Malvern are used in the characterization of a wide variety of materials, from industrial bulk powders to nanomaterials and delicate macromolecules. A broad portfolio of innovative technologies is combined with intelligent, user-friendly software. These systems deliver industrially relevant data enabling our customers to make the connection between micro (such as particle size) and macro (bulk) material properties (rheology) and chemical composition (chemical imaging).
Particle size, particle shape, zeta potential, molecular weight, chemical composition and rheological properties measurements are now joined by advanced chromatography solutions (GPC/SEC), extending Malvern’s technologies for protein molecular weight, size and aggregation measurements, and synthetic polymer molecular weight and distribution. The company’s laboratory, at-line, on-line and in-line solutions are proven in sectors as diverse as cement production and pharmaceutical drug discovery.
Headquartered in Malvern, UK, Malvern Instruments has subsidiary organizations in all major European markets, North America, China, Korea and Japan, a joint venture in India, a global distributor network and applications laboratories around the world. www.malvern.com.
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