CI2 and Cubase AI5 - Product Guide 10 of 31 Steinberg Media Technologies GmbH – July 2009
4 Marketing and PR Support
Marketing theme
Tagline
“Smart-sized, Fully featured”
“Your mobile recording & production studio”
RTM
FCS
Public announcement and Web
info online
June 1, 2009
October 20, 2009
October 1, 2009
The campaign
To make the product launch of CI2 set for the beginning of
the third quarter 2009 a memorable and particularly effective
one it all starts with that one big idea. The product campaign
not only comes with just such a big idea but includes the
concept to convey it, which then can easily be adapted in
multiple channels.
Smart-sized, Fully featured!
This memorable and emotional theme allows us to create an
image that sets CI2 apart from the competition. The small
size of the CI2 merged with its smart functionality is reflected
in the marketing theme. It’s not just that CI2 is a small-sized
USB audio interface but that it’s so much more in many ways.
It’s also a smart AI controller deeply integrated with Cubase
AI 5 that assists the user in a smart and intelligent way. And;
of course; together with AI 5 it represents the smartest
system solution for music recording.
It’s also fully featured, equipped with much more than just
ordinary audio I/O capabilities. It comes with unique
integration functionalities and a huge number of great
Cubase plug ins and functions.
It’s not only that two functions are unified in one piece of
hardware: interface and controller. Potential users are being
offered the very best of two worlds — all in one small
product. The best recording hardware, manufactured by
Yamaha and the best recording software conceived and
designed by Steinberg — all in one product.
By employing different marketing weapons throughout the
campaign, we stand a good chance of hammering our
message into the heads of each and every potential buyer
out there on the market. Being in the front line, our
promotional video highlights the simplicity of a no worry
recording solution standing apart of all competitors regarding
simplicity of use and the depth of integration between
hardware and software. A great system solution for everyone
who wants to record his music, may it be a beginner or
someone who has fear of contacts regarding using a DAW
and a computer to record his music.
The promo is backed up by the web product presentation on
our site, comprising an advanced banner ad made with Flash
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