case study: product introduction

Client:
Honeywell Performance Fibers — Securus™ Fiber

Situation:
Honeywell had invented a new, high-tech "smart" fiber for seat belts called Securus™ fiber. By engineering molecules it created a fiber that, when woven into a seat belt, holds occupants safely in position. It elongates while absorbing the energy of the body's forward motion and then limits elongation, reducing the probability of injury to the occupant. The potential for Securus™ fiber in the seat belt industry was tremendous.

Solution:
JMC assisted the client with establishing recognition in the automotive industry value-chain including Tier 2 weavers of seat belt material, Tier 1 suppliers of seat belt assemblies and the OEMs who sell to the end-user. We also helped the client establish an affiliation with the Safe America Foundation, an independent organization that advocates for vehicle safety. For a sample of the tactical execution, click here

Tactics:

• PR
• Advocacy
• Direct marketing
• Sales support
• Trade shows
• Community relations
• Government relations

Results:
The advantage of seat belts made with Securus™ fiber is a commercial message that the agency has helped move into the B-to-B marketplace. It has become part of the dialogue that the Safe America Foundation conducts with other organizations and government leaders, safety influencers and businesses.

Comment:
Bringing independent organizations into a relationship with our client created access where a commercial message alone could not.