Behind everyday life
Semiconductor firm Catsky & Partner showcases Unaxis's invisible innovations.
Semiconductor Catsky & Partner shows invisible innovations from Unaxis and the US marketing department in Florida was there live via video conference. A large committee from Unaxis Wafer Processing sat in Balzers, Liechtenstein, and listened to Catsky & Partner's ideas for a new image campaign. The presentation was given in English. "I had a bad feeling afterwards," admits agency head Claude Catsky. And wrongly so: the Americans in particular liked the creative visual approach, which is not often found in specialist advertising in the IT sector. The task was to position Unaxis as a leading provider of systems for coating and etching processes in semiconductor production. A complicated topic without sex appeal, which Catsky & Partner tackled cleverly: "We use two almost congruent images to illustrate that behind many a technical innovation in our everyday lives is an innovation from Unaxis," explains Claude Catsky. The simple visual message is deepened for the experts in the ad copy. The texts were created with the intensive collaboration of the marketing department in Florida. "It went back and forth umpteen times, we haggled over almost every single word," recalls Catsky.
The result is two double-page subjects that have been used in the international trade press in Europe since the beginning of March, and then primarily in the USA and Asia. The image advertisements are each reinforced by one of five product advertisements placed a few pages further back. They were also created by Catsky & Partner.
It is still a rare occurrence for a (small) Swiss agency to realize an international campaign. Catsky & Partner won the mandate in a two-stage competition that lasted more than two months. The competitors are not known.
Catsky & Partner earned its invitation to the pitch with a number of local measures that it had previously realized for Unaxis, such as a recruitment campaign for university graduates. The basic idea for the ads for Unaxis Wafer Processing had already been developed earlier as a proposal for a corporate image campaign and has now found a suitable place.
Put in the picture: Wafer technology from Unaxis is behind many a technical innovation in everyday life.
The result is two double-page subjects that have been used in the international trade press in Europe since the beginning of March, and then primarily in the USA and Asia. The image advertisements are each reinforced by one of five product advertisements placed a few pages further back. They were also created by Catsky & Partner.
It is still a rare occurrence for a (small) Swiss agency to realize an international campaign. Catsky & Partner won the mandate in a two-stage competition that lasted more than two months. The competitors are not known.
Catsky & Partner earned its invitation to the pitch with a number of local measures that it had previously realized for Unaxis, such as a recruitment campaign for university graduates. The basic idea for the ads for Unaxis Wafer Processing had already been developed earlier as a proposal for a corporate image campaign and has now found a suitable place.
Put in the picture: Wafer technology from Unaxis is behind many a technical innovation in everyday life.
