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DRB developed a single page product family ad in January 2007 for our client ProMax®, an SPX company, highlighting three portable reclaim/recycle/recharge A/C machines. In April 2007 the ad received the highest readership score out of all other ads in The News, a leading industry publication. However, the ad has  continued to have a long life and generate great reader interest—more importantly, it generates sales opportunities. We are still running the ad and it has also won both the January 2008 and April 2008 award for best overall readership in the same publication. DRB strives to develop advertising that is relevant and has a customer-centric message. We are pleased the ad has continued to capture reader interest, and we are appreciative that our client makes industry-relevant products.
That’s a winning combination!
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The Automotive Public Relations Council has recognized our client Robinair for excellence in publicity associated with the launch of a new product. Robinair asked DRB to plan and execute a publicity campaign about their efforts to offer products that lead the industry in providing environmentally-friendly recycling and recharging systems for automotive HVAC servicing. Robinair was the first and only company to make products compliant with the new SAE J-2788 EPA standard for handling coolant material. DRB launched a publicity campaign in 2007 on the CoolTech 34788 Recycle/Recharge/Recovery machine that embodied a “first-to-market” message to help differentiate Robinair from competitors who were not compliant with the new standard. This message, along with the technical particulars of the product, became a “drumbeat” that resounded in all the major media, which helped substantiate the new standard as vital to the environment, not just another government regulation. Our PR campaign included press releases, editor advisories, press briefings, a press conference at the MACS 2007 convention in conjunction with EPA’s official announcement of the new standard, and several speaking engagements by Robinair executives. Advance briefings with editors enabled them to be better prepared in advance of the AAPEX and MACS shows. DRB followed up after each show with potential applications stories and other related news to ensure continued coverage.
As a result, Robinair’s CoolTech 34788 product was featured in all the major automotive aftermarket publications and Robinair was associated with being a “green” company through this product. In addition, Robinair’s Product Manager was active as an expert on the new SAE J2788 standard and how shop technicians can more safely service A/C on vehicles and protect the environment at the same time. Many of his tips were used as articles in the mainstream automotive publications. There magazine covers were secured highlighting the new product, and continuous coverage of the product and the standard were evident on automotive online portals, blogs and industry electronic newsletters.
DRB’s media placements also enhanced recognition of Robinair with key industry, government and international non-governmental organizations, which earned them the 2007 EPA Stratospheric Ozone Protection Award and the 2007 Climate Ozone Protection Award honoring companies and their leaders who provide outstanding achievements in eliminating ozone-depleting substances. Robinair’s product was selected by MOTOR Magazine for the 2007 Top 20 Tools Award, and Professional Technology & Equipment News’ #1 “Tools of the Month” winner. DRB’s publicity effort for Robinair’s new product generated more than 65 separates pieces of coverage from this launch alone.
Robinair, and its parent company, SPX Corporation, were very pleased with the product coverage as well as the added recognition of the company’s ongoing efforts to be environmentally sensitive in new product development efforts.
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Every year MOTOR Magazine selects the top 20 tools of the year based on innovation and relevance to helping automotive technicians work smarter, faster and accomplish more because of new tool technology. It is a highly competitive listing and requires completion of a comprehensive application process. Only the most innovative tools a re selected. DRB initiated and implemented the application process and we are please to announce that our client, Robinair, part of the SPX group of companies, has been selected to include their new DiscovR coolant evaluation tool. This is a handy, toolbox tool that A/C technicians can use quickly to easily test coolants for contaminants before using expensive recovery, recharging and recycling machines. Processing contaminated coolants can damage these machines, pollute the atmosphere and often void the warranties. The DiscovR is designed specifically for the new mandated R-134a coolants.
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 DRB has been recognized for excellence in several categories of client work. The AMCP fosters and supports the efforts of creative professionals. It is an international organization and competition has grown to perhaps the largest of its kind in the world. Winners were from a range in size from individual communicators to media conglomerates and Fortune 50 companies. MarCom Awards is administered and judged by the Association of Marketing and Communications Professionals, which includes several thousand creative professionals as members. This is a prestigious award. DRB wishes to recognize our creative team and account associates for their commitment to provide excellence for all our clients—it’s very special when our peers recognize it as well.
A Platinum for the design of a magazine cover for Electronik Praxis Magazine on behalf of our client Linear Technology. This is the highest award given and judged to be among the most outstanding entries in the overall competition. Only 18% out of 5,000 entries overall won Platinum.
A Gold for concept and execution of the KS POS Terminal Campaign (“Cool is the new Black”) on behalf of our client Posiflex Business Machines.
This is the second highest award and is judged to be among the most outstanding entries in the category (Ads/Advertising). Again about 18% out of 5,000 overall entries won Gold
A Bronze Honorable Mention for a magazine cover for Appliance Magazine on behalf of our client Amulet Technologies.This is prestigious in that only 10% received Honorable Mention overall out of the 5,000 entries.
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DRB was selected from several designers to submit ideas for the 2007 cover of the annual Silicon Valley Creative Directory. We submitted three distinct ideas and were complimented by the publisher in a strange way...”You guys make it hard to choose...they’re all terrific!” The cover that was selected was actually a fusion of art forms which DRB Creative Director, Ken Camozzi, terms “tactile design.” The clay sculpture used in the cover was actually the creation of DRB Art Director, Fred Yokel, who has several of his “Jestures” sculptures currently on display in prestige galleries.
Ken used the multi-dimensional graphics in his design to enhance the “printed texture” to match the physical texture of the sculpture to add depth and warmth, as well as imagination to the cover design. This fusion opens possibilities for future design work on higher-end projects, i.e. Annual Reports, Progress Reports, Capabilities Brochures, etc. to use tangible art in conjunction with graphics design to achieve a particular message. According to DRB Founder and CEO, Ray Brown, “This was a great project to explore new creative directions and look beyond the traditional images for resource material.”
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