Specialist IT and high-tech marketing consultancy Anderson Baillie have been appointed by EDS to launch a campaign to promote the benefits of collaborative commerce in the area of product lifecycle management.

Collaboration between EDS and Anderson Baillie design teams has already given birth to the largest, most powerful commercial legged robot in the world – Robodog.

Robodog is capturing the attention of the world’s media and has been premiered across Europe, the USA and Russia. Media coverage has already reached National Broadcast TV and National Newspapers.

Anderson Baillie’s marketing campaign will capitalise on the interest in Robodog by planning an integrated marketing campaign, culminating with an event series.

In order to populate the event series, a clear promotional campaign has been set involving innovative direct mail, e-marketing, advertising and supporting promotional material. Sponsorship offering value for money exposure is in place assisting the running of each of the two planned half-day events.

Discussing the success of the campaign to date, Kate Mills, Marketing Director of EDS PLM Solutions commented:

"We have been amazed by the level of interest in the RoboDog project. In marketing terms we have been able to level 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."

Charles Edwards, Account Manager at Anderson Baillie is delighted with the progress of the campaign and said: "There are few examples where heightened awareness can be achieved when market interest extends the normal business to business context."