Challenge:
· To develop a hard-hitting and topical PR campaign around wireless network optimisation with no specific news
Actions:
· Developed environmental PR campaign to look at the power consumption of base stations and how if operators planned better they could reduce their Carbon Footprint:
- Developed white paper around the issue
- Created news announcement around better radio network planning and pitched out to all key trades
- Conducted a series of press meetings around the issue of carbon emissions and mobile operators
Results:
· A total of 38 pieces of coverage were secured in key trade titles including Total Telecom, Mobile Communications International (MCI) and Wireless Week, as well as several environmental targets such as Greenbang, Evergreen and Green Progress,
· This campaign did much to raise the profile of Actix among operators, by creating a topical and attention-grabbing story, at a time when businesses were being challenged to look at carbon footprints and their update their policies around environmental CSR.
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