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Humax achieves
No. 1 market position |
Background
Humax is one of the world’s largest manufacturers of
digital set-top boxes. In 2003 the company entered the UK market
with range of high quality, feature-rich digital TV products,
including Personal Video Recorders (PVRs), high definition
(HD) set-top boxes and HD-ready integrated digital TVs. In
February 2006, Humax achieved the number one position in the
UK PVR market.
In September 2003, Wildfire PR was hired to launch Humax’s
range of digital terrestrial products in the UK. At that time,
the Humax brand was almost unknown in the UK market and the
company
did not invest in any above-the-line marketing activity. The
company was struggling to achieve share of voice in a crowded
market-place.
The Brief
To launch Humax in the UK via a comprehensive trade and consumer
PR campaign and establish the company as a long-term player
in the UK digital TV market.
| Objectives |
| • |
To launch the Humax brand and product range
to the UK market and communicate the new company strategy |
| • |
To establish Humax as a premium consumer electronics
brand in the UK, alongside household names such as Sony
and Panasonic |
| • |
To raise awareness of the Humax portfolio among high
street retailers and key operators |
Strategy
Wildfire recommended the following strategy: |
| • |
A high profile launch event in central London |
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An ongoing, comprehensive product review programme, targeting
a wide range of home entertainment, consumer lifestyle
and national press |
| • |
An issues-led trade PR programme focusing on features
and media interviews, to establish Humax spokespeople as
industry thought leaders |
| Results & Evaluation |
| • |
17 journalists attended the launch event,
representing 32 publications and generating 36 pieces of
immediate coverage |
| • |
In the three years following the launch, Wildfire has
increased coverage by at least 25 per cent each year, achieving
consistent, high value exposure across radio, TV, national
newspapers, trade press and consumer magazines |
| • |
In 2006, we have achieved our annual coverage targets
for Humax in the first eight months of the year, with an
average 34 pieces of quality coverage each month. And we
achieved that with just one new product launch in 2006. |
| • |
Humax is now recognised as a leader in the set-top box
and PVR market, regularly beating big brands in group tests,
including Sky+ |
| • |
Company spokespeople are respected as credible industry
opinion formers, with journalists proactively seeking interviews
with the commercial director |
| • |
In Q1 2006, Humax achieved number one position in the
UK PVR market with 37% market share |
| • |
Humax has been involved in some of Europe’s key
digital TV initiatives, including the UK digital switchover
trials and both the UK HD trial and Premiere’s HD
launch |
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