The EDS PLM Solutions challenge was set and achievedin just 7 months from initial concept to final workingproduction, with the collaboration of a design team workingacross different locations, the largest, most powerfulcommercial legged robot in the world was born – RoboDog.

RoboDog captured the attention of the world’s media

RoboDog captured the attention of the world’s media.The electronic RoboDog has become a star and has beenpremiered across Europe, the United States and even inRussia. Media coverage has ranged from National BroadcastTV to the National newspapers (including The Sun) throughto trade and technical press.

Promoting the benefits of collaborative commerce

EDS approached Anderson Baillie to plan a campaign topromote the benefits of collaborative commerce in the areaof product lifecycle management. The campaign goal tocapitalise on the market’s interest in RoboDog presentedAnderson Baillie with the opportunity to plan an integratedmarketing campaign, culminating with an event series.

Marketing opportunity prospectus

Pre-campaign activity saw Anderson Baillie producing amarketing opportunity prospectus to canvas support fromcommercial and media partners. Buy-in was achieved fromEDS partners Hewlett-Packard, along with market analystsCambashi and AT Kearney. Media support for the campaignwas secured with Benchmark Research and leading industrytitle The Engineer.

In order to populate the event series, a clear promotionalcampaign was set involving innovative direct mail, e-marketing,advertising and supporting promotional material. Sponsorship,offering value for money exposure, was sought to assist withthe running of each of the two half-day events.

"We have been amazed by the level of interest in the RoboDog project. In marketing terms we have been able to lever our main objectives of communicating the benefits of collaborative commerce and product lifecycle management to our natural manufacturing audience via the exploits of our electro-mechanical friend RoboDog".

Kate Mills, Marketing Director, EDS PLM Solutions

"There are few examples where heightened awareness canbe achieved when market interest extends the normalbusiness to business context".

Charles Edwards, Account Manager, Anderson Baillie Marketing