GADGET LAUNCHES:TESCO’S INDESTRUCTIBLE

MOBILE PHONE

THE CHALLENGE

Tesco were launching a new

indestructible mobile phone and

needed a mass consumer launch that would appeal not only to the gadget press, but to mainstream national and consumer writers.

Mission not-impossible, we said.

WHAT WE DIDDespite being a fantastic product, our challenge was to

convey not just the ‘techie’ appeal of the

phone, but its real use for the average consumer.

We wanted the launch to be fun and engaging, whilst at the

same time communicate the phones useful features.

With summer on its way, we tapped in to this by

conducting a survey into how many phones are damaged or lost over the summer holidays.

HOW IT WORKED

We conducted a survey of 2,000 people into their use of mobile phones over the summer holidays.

Fascinating results helped us to identify the worst offending

‘mobile mashers’ who turned out to be 16-24 year olds - responsible for a whopping £157m worth of damaged phones each year – wow!

We compiled the results into an exciting but factual news release which we sold in to national, lifestyle, travel and gadget press.

We also arranged samples for key journalists to review the phone.

RESULTS

Coverage hit the sky generating well over 74 million opportunities to see.

From travel to technology, lifestyle to action sports,

all angles were covered including a front page of one of London’s biggest newspapers and numerous national hits – even twice in The Times!

Due to our coverage the phone was Tesco’s best selling mobile for over a month.

Like what you see?Get in touch with us at:Email: info@komodopr.comTwitter: @komodoprTel: +44 207 680 5520