FACTORY FROLICS HELP LAUNCH CURVY NEW MODEL

A factory conveyer belt probably isn’t the first thing which comes to mind when choosing a setting for a new shoot ‘em up computer game, but a chaotic factory floor has proved the perfect backdrop for a great new viral game designed by seamless communications agency Ware Anthony Rust (WAR).

As part of its ongoing work for Linx Printing Technologies Ltd, WAR has created a fully integrated global campaign to help launch the Linx 6900 – a new continuous ink jet printer. WAR designed a range of adverts and the Lock n’ Code game, which transports players to the factory floor where they use the Linx 6900 to code eggs, frozen chickens and beer bottles as they pour down a conveyer belt. But it’s not as easy as it first looks as unruly workmates and a flirtatious secretary do their best to distract you from hitting the target.

This is the first time a branded game has been used to increase awareness in the continuous inkjet industry and signifies another success for WAR, which recently won a top design award at the 2007 Creative East Awards.

Linx marketing manager, Simon Powell, said: “This has certainly been the most successful product launch ever seen at Linx. The Linx 6900 has been dubbed “more than just a great body” in reference to its sexy curves, intuitive user interface and fantastic performance. But it is not just great to look at, our innovative new software means that below the surface it’s intelligent too. WAR has been brilliant, providing creative support every step of the way. The ads have appeared all over the world and we’ve had a fantastic take-up from global distributors.”

Simon Fryer, WAR account director, commented: “It has been great fun working with Linx on this campaign. The key was really to tap into the target audience on a personal level - primarily men aged between 25-40. This was delivered through two creative routes – ‘the ideal workmate’ and ‘more than just a great body’. We developed all communications to portray the printer as the ideal workmate, because it’s easy to get on with, won’t let you down and gets straight to work.”

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About WAR:

WAR provides a seamless communications service for a host of clients in B2C, B2B, healthcare, agriculture and environment sectors, bringing together more than 60 talented and creative individuals with specific expertise in their own fields.

In February 2007, WAR acquired The Chamberlain Partnership, a public affairs and issues management company. The agency disciplines of advertising, design, public relations, interactive and direct marketing are blended to give clients holistic, strategic and creative campaigns, or offered independently to suit client needs.

WAR works with international and national companies based across the UK and overseas including: Multiyork, BACS (Direct Debit), Van Dal, Acushnet (Titleist, FootJoy and Cobra), Huntsman (Araldite), Corgi International, Arla Foods, Agricultural Industries Confederation, Plasti-kote, Linx Printing Technologies, Lloyds TSB Agriculture, Visa Europe, Zapf Creation, Stream Foods, English Beef and Lamb Executive (EBLEX), InSinkerator, Xaar, Virbac Animal Health, Cambridgeshire Horizons, Sea Fish Industry Authority, and the Waste Resources Action Programme (WRAP).