Background
Company E, a major software maker, commissioned us to handle promotion for the launch of a new PC input device. During the interviews, we confirmed that although it was a major company, the division's budget was not abundant, and it was required to generate buzz on a limited budget. Unlike competing products, the product was developed around the concept of being usable anywhere, with use on the go rather than at home in mind. Based on this product concept, we proposed promoting it as an input device that can be used even outdoors. We also proposed and implemented measures aimed at generating buzz by using an athlete as the image character and having the device used in extreme conditions.
What We Did
We developed the promotional message around the concept of an input device with performance good enough to be used even in extreme conditions. By using an athlete and sponsoring their activities, we rolled out the product promotion. We produced a campaign website aligned with the athlete's challenge, held a talk event with the athlete as the main guest, and conducted a product exhibition and touch-and-try. We carried out strategy and product production that brought out the product concept to the fullest, including connecting the athlete's challenge via satellite link and live-streaming it online.
Implementation Flow
Documents Prepared (Excerpts)
01. Research & Analysis
◯ Conducting external environment analysis, internal resource analysis, competitor analysis and integrated analysis
02. Business Strategy
◯ Developing a communication message based on the product concept of being usable on the go
03. Marketing
◯ PR: distributing online press releases at the same time as the product launch
◯ Events: press conference event featuring the athlete
◯ Web: producing a product campaign website with the athlete as the main character. Generating buzz with content such as the athlete's product experience episodes, videos and the athlete's challenge, and live-streaming the athlete's challenge to make an impact with outdoor use, expressing the performance and specs that allow use even in extreme conditions
◯ In-store promotion: production of promotional videos
