Challenge:
In December 2007 Nextlink engaged AxiCom to help drive awareness and support sales of its new mobile Bluetooth headsets, the Invisio G5 and B3 in the all important run-up to Christmas.
The challenge for the consumer technology team at was to gain share of voice for these new headsets in what was already an overcrowded marketplace during one of the most competitive times of the year.
Actions:
• AxiCom immediately sprang into action and concentrated on targeting newspapers and publications with short lead times as well as online media that would guarantee Nextlink coverage in the crucial month of December
• An initial launch release was prepared and sent to lifestyle, consumer and national press to drive news stories and create awareness around the new products
• Following the launch the team carried out an extensive reviews programme with target media acting as first line of support for reviewers
Results:
• Coverage of the new products appeared in 40 articles within the first eight weeks immediately following the launch
• High profile coverage achieved over the Christmas period in key national press including the Daily Express, and consumer technology media such as T3, Pocket-Lint, Mobile Choice, and Gizmodo
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