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Eaton - more power, less heat


To launch the latest version of its Power Xpert 9395XP UPS, Eaton needed to reach out to existing customers with the important message that the latest technology delivered 10% more power but with 18% less heat than the current model. Eaton turned to Technical Advertising to create a campaign that would deliver results across EMEA.


Technical Advertising’s solution was for a two stage campaign which first targeted existing customers and then further reached out to potential targets within mission critical applications such as data centres, health care institutions, infrastructure projects etc.

The first part of the campaign was a direct mail piece to existing customers: an innovative package branded a "VIP Box" which included a brochure, covering letter, USB card that contained a teaser video and a branded pen. This was mailed out to customers before the launch date as a ‘teaser’ campaign.

For the launch, the agency produced a full spectrum of materials including a 16-page brochure, datasheet, print and online advertisements, direct mail pieces and sales collateral. The full campaign was then rolled out across EMEA making it a truly international launch.


"We have just been through one of our biggest product launches in years, the Power Xpert 9395P and I wanted to say thank you for all your hard work on the project. I really appreciate your professional creative and PR services that enabled us to finish in time for the VIP event and the public launch day. You have been right there, helping out wherever needed for the past few months – and it’s always a pleasure to work with both the Technical Advertising and Technical Publicity teams!

The best feedback I received after the 9395P launch, came from our product line management – everyone was very pleased. It’s not a surprise that our colleagues in the US and APAC would now like to use the launch campaign. The entire Eaton team is very appreciative of your services and we are looking forward to continuing to work with you."

- Marika Sinikari, Marketing Communications Manager at Eaton Electrical EMEA, Power Quality and Electronics


Eaton is a global technology leader in power management solutions that make electrical, hydraulic and mechanical power operate more efficiently, reliably, safely and sustainably. Eaton has approximately 103,000 employees and sells products to customers in more than 175 countries.

Eaton is made up of multiple business groups operating in the electrical and industrial sectors. Technical Advertising is Eaton's retained agency for marketing communications activities including strategic media planning and buying, exhibition stand design, planning and support,  sales event support, digital marketing and product campaigns (including creative advertisement design and roll out across all platforms; online, email, direct mail etc).


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    The communications agency at the heart of technology and engineering markets.

    Ian Clay, Executive Director
    T: +44 (0)1582 390980


    The communications agency at the heart of technology and engineering markets.


    Technologie zum Leben erwecken

    Mark Herten, Strategy Director, Prokurist
    T: +49 (0)4181 968 0980