|
 |
|
PR campaign
drives sales increase of 300% for mobile headset brand |
Background
Since managing the UK launch of mobile communications company
JABRA in April 2002, Wildfire PR has generated consistently
high-quality coverage for the brand, ensuring JABRA’s
awareness in the UK mobile accessories market is now equal to
market leaders such as Nokia, Sony Ericsson and Motorola.
The Brief
In June 2003, the Government announced new legislation to penalise
drivers using hand held mobile phones. Wildfire PR was tasked
with helping JABRA to drive product sales by building awareness
of the new law.
| Objectives |
| • |
Increase awareness of the impending legislation amongst
all drivers |
| • |
Position JABRA as a responsible mobile communications
company by educating drivers about
the legislation |
| • |
Drive sales of JABRA products |
| Strategy |
The JABRA Safer Driving campaign comprised
of a number of complementary tactics based around the launch
of an educational guide timed to coincide with the introduction
of the new law in December 2003:
|
| • |
A simple, but comprehensive, guide to educate
drivers about the law, with tips on how to drive more safely
when using a hands-free kit |
| • |
Market research to gauge awareness and attitudes of the
legislation and provide a strong news hook for a press release
announcing the guide targeting national, regional, business
and consumer media |
| • |
An ongoing product review campaign, specifically targeting
motoring editors |
| • |
A radio promotions campaign, using the guide as a talking
point, together with a themed goody bag giveaway |
| Results & Evaluation |
| • |
39 pieces of coverage from trade, consumer
and national press |
| • |
700 requests for the leaflet from corporates and individuals |
| • |
10 million consumers reached through 27 regional radio
promotions and interviews |
| • |
Four high street retailers, Dixons, O2, Phones4U and Safeway
distributed a total of 150,000 guides to all stores in the
UK |
| • |
The ‘Mobile Phones & Safer Driving’ campaign
made a significant contribution to 300% growth in year over
year sales in 2003
|
Top of page
|
