AM Denmark produces accessories for A/V and IT such as cleaning products, cameras, bags for hardware etc. The company came to GMTN with a wish for a new approach to the design of their screen cleaning system, which had experienced a serious decline in sale. To turn this around the entire concept of the cleaning system was rethought and some wow effect was added in the shape of delicate - as well as practicable design.

EazyCare is the name of the new cleaning system and the products were sold-out even before they reached the market.

In addition to the user-driven design we also incorporated an environmental aspect in the product- strategy in terms of; Reduction in production cost by 10% and reduction of cargo cost by10%. Instead of one product – an entire range of cleaning products came out and the guideline prices increased by 30 %.

The design and packaging strategy for AM´s 250 products now makes it 60% easier for sale to new retail partners and made it in worldwide stores such as Dicksons, Mediamacht and Apple Stores in Europe as the first product from AM ever. And the icing on the cake; Goodmorning Technology won the IF Award (2007) for the EazyCare-solution.