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Article: Campaign: Sun conveys its cultural impact.
- Article from:
- PR Week (US)
- Article date:
- February 6, 2006
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STRATEGY
The company did an 'incredible' amount of soul-searching, adds Kahn, spending six months honing the messaging that eventually became 'The Participation Age.'
Sun sought to raise awareness of the evolution of its technology networks that allow users to share information across various industries, and aimed to position itself as driving that evolution.
This ideally would lead to the story Sun wanted to tell: It was ready to make a comeback.
'We wanted the media to see a feistier Sun, a Sun that was on the offensive,' says Kahn.
It also wanted to show 'how people use Sun's technology every day, but just don't know it,' ...