Artec 3D: Demonstrating Brand Values and Increasing Brand Awareness with Meaningful Action
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Introduction
Driving brand awareness with tech for social good
Artec 3D is a global leader in the development and manufacturer of high precision 3D scanners and software. From engineers and healthcare workers to law enforcement and archaeologists, its user-friendly handheld devices are revolutionizing workflows for thousands of professionals around the world by capturing highly accurate digital twins of real-world objects.
Guided by its mission and brand values to do good, Artec’s innovative tech not only transforms ways of working but people’s lives too. And nowhere was this more on display than in how the business responded to the war in Ukraine.
Artec 3D has always advocated for using technology for social good. As technology development accelerates, there is significant opportunity to make a constructive difference for society. Raising awareness of 3D scanners in creating digital twins has supported the international justice system with preservation of key evidence. PAN has provided its expertise to speak to the right journalists and at the right time. This was all about Ukraine and demonstrating our support and how technology can help across many challenges. Our hearts stand with Ukraine and we will continue to provide help and support wherever possible.
The Challenge
An Unprecedented Situation
Like the rest of the world, when Russia invaded Ukraine in early 2022, Artec and its employees were horrified and appalled.
So, watching on helplessly wasn’t an option. They knew they needed to act. Not only to send a strong message of support for Ukraine and its people, and condemnation of Russia’s actions, but also to do whatever it could to help those suffering in the war.
This action involved the immediate closure of its Moscow office and relocation of employees, significant charitable donations to NGOs on the ground and immediately exploring ways in which its technology could be employed to help.
Artec narrowed in on two initial key areas where its world-leading scanning tech could genuinely make a difference; forensics investigations of war crimes and cultural preservation of Ukrainian heritage under daily threat from Russian bombs.
Via its partners in-country, Skeiron and KODA, Artec provided vital tech to the #SaveUkrainianHeritage initiative — which is on a mission to scan all Ukrainian architectural and artistic monuments at risk of destruction. Alongside this, Artec teamed up with Ukrainian law enforcement, the Kyiv Scientific Research Institute of Forensics and the government of Luxembourg to supply scanners to aid with evidence gathering in ongoing investigations into atrocities committed by the Russian military.
Artec wanted to let the people of Ukraine know they were behind them and join the world in shouting their opposition to this illegal war.
So, PAN was tasked with creating a media strategy that not only communicated the story sensitively but also got these important initiatives the global profile they deserved.
The Solution
PAN developed a specific PR program which involved researching and targeting journalists and publications where this story was relevant and timely.
This included journalists working within Ukraine, battling power-cuts and shelling who recorded the scanners being used in action, to raise awareness of solutions being used on the ground to support the cause. In addition, due to the numbers of partners involved in the project, the team facilitated joint interviews for journalists to provide different perspectives on the project. PAN was able to offer comment from Artec’s CEO on the technical elements of the product, as well as specialists from the Kyiv Scientific Research Institute of Forensics on how the scanners would be used on the ground, and the deputy prime minister of Luxembourg, Minister Francois Bausch on why it was supporting the donation of the scanners.
The Impact
Through this strategy and execution, PAN and Artec 3D saw critical coverage.
- 5 interviews with key media – Daily Express, The i, Sky News, The Guardian and The Evening Standard
- Coverage secured in BBC Click, BBC World Service Radio and BBC national channels online, in print and on YouTube
- Coverage on Sky News and on YouTube
- 2 billion readership
- Articles syndicated 11 times
And the impact of the campaign has been resounding.
- Digital twins of evidence are now being used in International Criminal Court to hold Russia accountable for its crimes.
- Artec raised awareness of impact of Ukraine war and importance of preserving key cultural heritage sites.
- The campaign highlights the power of technology for social good.
Artec’s technology has so many positive implications across many industries but Artec’s commitment to supporting Ukraine really showcases the importance of technology for social good. This program highlights the impact of a company with strong values which takes real meaningful action and how this can be the center of a communications strategy. We look forward to seeing this story develop and support this amazing cause.
