ÉTUDE DE CAS

Launching the i-mate 810-F at Mobile World Congress (MWC) 2009

Background

i-mate is one of the world’s leading experts in the design, development and customisation of Microsoft Windows Mobile powered mobile devices. To date, i-mate has launched over 25 Windows Mobile based global products which are customised to suit the unique requirements of individual customers. The most recent offering from the company is the 810-F, the world’s first complete lifestyle mobile with a lifetime warranty. Designed to meet military specifications, the 810-F combines high-end mobile technology and incredible durability in a single sleek package. i-mate wanted to use Mobile World Congress 2009 as a platform for launching and showcasing the 810-F and its supporting suite of solutions.

Objectives & Strategy

Although a well known brand within the media, awareness for i-mate was limited to a set of slightly older i-mate devices last launched at MWC 2008. It was therefore clear that any PR campaign must re-energise i-mate and:

1. Generate buzz and excitement through a good breadth and depth of coverage. Given the nature of the 810-F, there was a specific focus on broadcast coverage
2. Re-engage i-mate with the press through one-to-one briefings with Jim Morrison, CEO
3. Build i-mate’s presence at the show through an integrated PR and marketing campaign

Execution

With the strategy agreed, Mi liberty and i-mate distributed a press release on 11th February, five days prior to the show, announcing the launch of the i-mate 810-F. The team used the release as a platform for not only securing coverage but also scheduling briefings for Jim Morrison, CEO at the show. The team was careful to ensure Jim Morrison’s diary was effectively managed as his time at the show was precious. Mi liberty also developed a comprehensive list of media to target with review devices following the show.

Results

Through a well targeted campaign, the PR team met all the campaign’s objectives in terms of quantity and quality of coverage. The team secured 125 pieces of coverage across 16 regions including the UK, USA, Germany, France and Russia. From the initial announcement of the 810-F on 11th February to the 24th February, the potential global reach of press coverage based on average circulation figures exceeded 123 million. The team also secured 18 briefings, five of which were video or broadcast opportunities. In particular, Mi liberty and i-mate worked closely with the BBC Click team prior to and at the show, to execute a key and important feature as part of their MWC round-up programme, which was aired several times on BBC News 24 and BBC Breakfast. The final version was also aired on BBC World, as well as available via the website. The report clearly positions the 810-F as the cool gadget of MWC 09. This feature in itself generated an audience of 5,700,000 people.

Mi liberty and i-mate has also secured interest from Channel 4 News, who are currently planning a ‘tough gadgets’ feature as part of their national news programme in the UK.

The top-five pieces of coverage were:

• Financial Times - Powerful and light, or small and cheap?
  - Circulation - 7,113,132
• BBC Click – Finding a fix for mobile phone frustration Weekly broadcast views – 5,700,000
• The Sun – i-mate are talking tough – Unique users – 21,910,839
• Know Your Mobile – Top prototypes of MWC 09 i-mate’s Legionnaire and Warrior was named Know Your Mobiles top gadget of the show – Unique users – 292,000
• VNUNet – Top 10 best and worst of MWC 2009 i-mate was listed as VNUNet’s number one best of MWC - Unique users – 1,100,000

A quote from i-mate highlights the success of the campaign:

“The PR teams worked together to plan and execute an impressive campaign for MWC 2009. The event generated some excellent coverage across all our major markets. We’re looking forward to continuing the success with the roll out of a full reviews programme later this month.”

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