Sensing A Bigger Opportunity for MEMS

MEMS (micro-electric-mechanical-systems) technology has been used for its motion-sensing capabilities in missile guidance systems and vehicle airbags, it had not caught the attention of consumer electronics manufacturers due to the high cost and relatively large size.  That situation changed when ST Microelectronics (ST), one of the world’s largest semiconductor companies, achieved a cost and size reduction that resulted in a breakthrough product for use by Nintendo’s Wii, a unique interactive video game console with wireless motion-sensitive controllers, and the must-have gift for holiday 2006.

ST turned to Stanton Crenshaw to highlight its technology leadership and generate awareness that would attract other consumer electronics manufacturers as clients.  We conducted a three-stage program that focused on educating key audiences about the technology; leveraging the Wii system launch, and inserting ST into the holiday dialogue about hot new products. While the program generated significant attention in a variety of high-impact media, including BusinessWeek, the Associated Press, and The New York Times, the most telling sign of its success was the potential business opportunity generated for STMicroelectronics.