The Challenge The Hoffman Agency Asia Pacific was asked to introduce the innovative 3-D mechanical design software developed and marketed by think3 in Singapore and Southeast Asia. This relatively small and unknown company faced a major challenge in addressing a market dominated by Autodesk (in Asia and elsewhere).

HA's Solution
HA AP devised a communications strategy based on three components:

• Positioning the company as a "hot" Silicon Valley startup led by visionary "technopreneur" (a description in high regard in Singapore) Joe Costello. Leveraging Costello's previous triumphs as CEO of Cadence was a related strategy.
• In line with the "Costello factor," we brought him in as the lead spokesperson in all communication activity during the week of introduction activities.
• Leveraging think3 relationships, partnerships and meetings with key government bodies and educational institutions to help build local credibility was a vital cog in the communications strategy.

Messaging Strategy
HA AP developed the following key messages to support the think3 launch in Singapore:

• think3 is launching its AP HQ in Singapore and is committed to the AP marketplace.
• think3 software is easy and fun to learn and is very affordable.
• Joe Costello is a successful technopreneur; think3 is poised for success under his leadership.
• Costello has much to share with local budding technopreneurs.

Results
HA AP planned a series of one-on-one broadcast interviews for Joe Costello and, culminating several days of government and educational institution meetings, a press conference was staged. Top-level results included:

• Nine press representatives attended the luncheon press conference.
• Six one-on-one interviews were conducted with Costello during the week, including CNBC, Channel News Asia, and Radio Corporation of Singapore.
• A total of 14 print articles resulted from the think3 campaign, including three cover stories.
• Message pickup was solid. This sentence from a Singapore Business Times story typifies the positive coverage:

American software firm think3 has brought computer 3-D design to the masses for the first time...thinkdesign...A software that costs a fraction of existing products and which can be used on Windows-based personal computers.

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