High profile PR launch of the Cello iViewer LCD TV

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Testimonial

Brian Palmer, Cello’s managing director, said: “Brand8 PR impressed us with their demonstrable understanding of the technology sector and is one of the few agencies able to provide a fully integrated service that successfully combines online and traditional public relations disciplines.

“We have been extremely impressed by the calibre of the work they have done for us and have been very pleased with the strong sales of the PVR TV. We are looking forward to working with Brand8 PR to continue to raise awareness of the Cello brand and secure further commercial opportunities.”

Objectives

Cello wanted Leeds PR agency Brand8 PR to conduct a public relations launch campaign that would:

•    Create awareness of the iViewer and its capabilities  
•    Establish Marks & Spencer as the exclusive stockist of the iViewer
•    Position Cello as a cutting-edge TV manufacturer that brings innovative products to the marketplace first

Response

Leeds PR agency Brand8 PR set about organising an exclusive launch event where the iViewer would be unveiled to selected consumer-technology related journalists and bloggers, prior to the main announcement release being issued.

A teaser invite was created and sent to selected journalists advising them they were invited to the PR launch of a UK first from Cello, along with basic details such as date, venue and time of the event. All other information was kept secret in order to create interest and excitement, whilst ensuring the product details were not unveiled until the actual event itself – thus retaining the exclusivity and newsworthiness surrounding the new TV.

The PR event itself was held at London’s Savoy Place, a central London venue owned by the London Institute of Engineering and Technology. A selection of iViewer TV’s were put on display for attendees to test and photograph and key Cello and M&S representatives were on hand to provide information about the new TV.  

All attendees were supplied with a branded USB stick by Leeds PR agency Brand8 PR containing press information and imagery in an easy to use format.

A short film was also produced highlighting the TV’s benefits and functionality, which was shown throughout the event and included as a key feature on the USB stick. The film was also used in-store at M&S shops as a customer-demonstration tool.

In addition, an iViewer-specific microsite was built, which utilised the video and provided detailed information about the TV’s capabilities.

On the same day of the launch event a press release announcing the new TV was issued to consumer-technology related journalists and bloggers, men’s and women’s interest features writers and news desks to generate additional coverage amongst the wider media.

A number of telephone interviews, with the likes of Sky News, were also conducted throughout the launch day to help secure additional coverage, with sample sets being made available to those journalists wanting to test the TV.

Throughout the process Leeds PR agency Brand8 PR continually liaised with the M&S press office to ensure consistent messaging and maximum coverage.

Results

The PR launch event was attended by 16 high-profile consumer technology journalists, including representatives from The Times, What Hi-Fi Sound & Vision, pocket-lint.com and Home Cinema Choice.

Over 50 pieces of offline coverage were generated following the Leeds PR agency Brand8 PR event and media relations campaign, with highlights including pieces in the Daily Telegraph, T3, Stuff, Zoo, the Daily Mirror, the Sunday Times, the Independent, What Hi Fi Sound and Vision, What Satellite and Digital TV.

On the day the PR launch event took place, several journalists uploaded stories onto websites and blogs immediately and word quickly spread about the new TV. By midday, there were over 100,000 online mentions of the TV, with many people tweeting and blogging about the revolutionary new product. Online coverage highlights included pieces on BBC news online, www.pocketlint.com, www.techradar.com, Sky News online and www.electricpig.co.uk.  

Traffic to the Cello website also increased by over 2,500 per cent immediately following the launch, with all visitors coming through to the website via links included in online coverage or due to using iViewer as a direct search term.

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