Credentials for Best Buy
- 1. Agency Credentials for: Best Buy
- 2. Our structure Nelson Bostock Group Things with Wings FEVER CIT
- 3. About Fever Top 20 consumer PR agency Our approach is based on contagious ideas putting our clients products and brands at the heart of consumer conversations Specialist lifestyle, retail and consumer tech experience Our teams provide wide-ranging media contacts, expertise and consultancy combined with Experienced strategic brand planning and execution Long term partnerships with some of the worlds most famous brands.
- 4. Our clients
- 6. The Ultimate Press Office Case Study: Amazon
- 7. Overview Fever has handled PR for Amazon.co.uk since 2008. Our brief is to raise awareness of the brand and huge variety of stores & products on the site to a younger C1/C2 audience This means a focus on tabloid, mid-market and mass-market media, with the exception of technology products (e.g. Kindle) where we also hit the broadsheets and consumer tech press We also handled the launch and ongoing PR for new venture Javari.co.uk which took the brand into the fashion arena for the first time
- 8. News Generation Fever runs a proactive news-generation programme to drive coverage of Amazon.co.uk and its products in national & consumer media, with a tabloid focus. Recent highlights have included the news that:- Cliff Richards 2011 calendar has outsold any other male celebrity including David Beckham and Peter Andre, in the year he celebrated his 70th birthday The Meerkat autobiography achieved higher pre-order sales than those of Tony Blair, Katie Price and Lord Sugar Take Thats Progress album overtook Susan Boyles first ever album I dreamed a dream to become the most pre-ordered album of all time
- 9. Product Press Office Utilise a range of media tactics to gain cut through on media pages including: Monthly Hot Picks - select a monthly hero product which will generate the most cut through - recently the worlds first 3D laptop by Acer Celebrity Get the Looks identify products being worn by celebrities and swiftly match them to Amazon & Javari equivalents e.g. Cheryl Cole necklace Look Books - create bi-annual trend-inspired Look Books aligning hero products to the most influential looks emerging from the catwalk Tried and Tested - we identify, secure and manage successful product reviews across many products Media Tours & Mailers Creation of regular stand-out media mailers to accompany product drops to key press
- 10. Christmas Product Placement We run a very proactive Christmas product sell-in which sees the Fever team on the phone every day from July. In 2010 we delivered 478 pieces of Christmas gift coverage in targeted publications . Media Events programme Christmas in July is now a regular media event for Amazon following our introduction of it in 2008. Our aim with the event is to drive gift guide coverage and educate media about breadth of product. This years event was a Dickensian themed market at the Old Dairy with 200 quality media in attendance. We also run seasonal fashion events for style media at hip locations, the most recent being at The House of St Barnabas where we showcase products we believe tap into key style trends. 油
- 11. Kindle Fever launched Amazon.co.uks new e-reader device this year to 12 key national and broadcast technology and consumer affairs correspondents. Our on-going strategy is to build familiarity of the product with lifestyle media to ensure it is perceived as a lifestyle vs technology product. Activity includes media familiarisation tours and a VIP loan programme. 油
- 12. Making Amazon social Launched and managed Amazon.co.uks Facebook page and Twitter feed in Q4 2010 Pages kicked off with Black Friday advent calendar viral promotion FB page now has over 40,000 fans, Twitter over 16,000 followers
- 13. Results In 2010 we delivered a 30% uplift in audience reach and a 20% uplift in media value from 2009 Coverage for Christmas 2010 broke all records - week ending 28th November delivered best coverage since the brand launched 12 years ago Reach for December 2010 cuttings was 596 million with an AVE of 贈19 million (a 35% uplift vs Dec 09) 油 油
- 14. Complete Brand Management Case Study: Toshiba
- 15. Our work with Toshiba Fever delivers: Consumer and trade PR campaigns spanning computer systems and consumer products Crisis and issues management Event support Social media outreach programme ATL amplification Marketing and sales support Targeted lifestyle focused campaigns Underpinned by a hard-working proactive press office and extensive reviews programme 22 year relationship going strong.
- 16. A month in the life of the Toshiba press office 312 pieces of coverage across all product ranges 76 reviews 8 awards And a 25 th anniversary event attracting 30 key journalists
- 17. Taking Toshiba into lifestyle media Fever developed tailored lifestyle alerts highlighting key product features to tie in with seasonal media hooks Delivered coverage across hard to reach national feature supplements, lifestyle and fashion titles e.g. Monocle, handbag.com, S Magazine
- 18. Launching TG01 Launched TG01 (Toshibas first consumer mobile handset) with a lifestyle media event at Paramount members club The event was designed to: Provide a brand experience for lifestyle media that positioned Toshiba Mobile as a credible brand and TG01 as a must have device Provide tailor-made content for the gadget press to deliver stand out coverage Commissioned leading VDJ DJ Yoda to mix an exclusive set on the TG01 showcasing huge screen as differentiator Over 30 media attended from a spectrum of consumer tech, gadget, national and lifestyle titles
- 19. 油
- 20. 油
- 21. 油
- 22. Taking technology into the lifestyle media Case Study: Canon
- 23. Lifestyle alerts Objectives Deliver product led coverage beyond the technology pages Position Canon cameras as must-have style accessories Campaign Overview Designed a series of style-led media alerts tailored for lifestyle media Tied in with seasonal hooks such as London Fashion Week and Christmas Results Stand-out coverage across glossy lifestyle and fashion titles including Harpers Bazaar, New Style and The Times What an inventive press kit and lovely surprise for a Monday morning. The biscuits have gone down really well in the office and we love the new range.
- 24. Deeper features Objectives Deliver feature-led lifestyle coverage around the new DSLR range Campaign Overview Developed media events to bring to life the cameras main features and deliver in depth Canon messaging Designed a bespoke tour of Hidden London for the independent features editor; using the EOS 500D Results A DPS feature in the Lifestyle section of The Independent
- 25. Big bang product launch Case Study: Friends 15 th Anniversary Box-set
- 26. Briefed to launch the Friends 15th Anniversary DVD Box-set, drive sales in Q4 and achieve No. 1 DVD Box-set position at Xmas Campaign needed to reconnect with Friends fans and put show back on public radar Successfully managed to make the public fall back in love with Friends via the Central Perk pop-up giving consumers a chance to reminisce and re-engage with the show Central Perk Pop-Up
- 27. Xmas Number One Hit 13,209 people visited the caf辿 throughout the two week period, resulting in three hour round-the-clock queues Generated over 100 pieces of coverage in four weeks resulting in a total audience reach of over 380 million This delivered a media value of over 贈5 million and a ROI of 31:1 But most importantly, The Friends 15th Anniversary DVD Box-set became the no.1 selling Xmas Box-set
- 28. Case study The Other Side Of...
- 29. Multi award-winning pan-EMEA brand positioning campaign for Canon Europe Integrated, through-the-line execution to build on Canons brand promise and reach out to younger and style-junkie audiences Developed to support Canons CSR programme and embody the You Can spirit Case Study
- 30. The Other Side : a three-year charity-based, VIP-driven multimedia brand campaign Comprising: Pan-Euro media launch events Celebrity auctions across Europe Rolling multi-city exhibitions Publication of glossy coffee-table books and magazine Web-based digital art exhibitions
- 31. Stunning coffee-table book Exhibitions in London, Paris, Milan, Stockholm, Berlin State-of-the art online photo gallery Extensive, picture-led news and feature coverage across the globe broadcast, print and online 600+ media hits plus 160 pieces of broadcast
- 32. 100+ Europe-based footballers 100+ European media at launch press event VNR featuring contributions from 10 star players Major London Eye exhibition & events in 8 further European locations Production of glossy collectors book and web gallery 500+ media hits across Europe, 100 in the UK alone
- 33. 油
- 34. 100+ fashion icons, leveraging Fashion Week sponsorship 150+ European media at launch press event 10 launch events & exhibitions across major Euro cities Glossy magazine, 60,000 distributed to bookstores/ newsagents across the continent Interactive web gallery and online competitions 400+ media hits across Europe
- 35. Integrated communications High levels of experience delivering integrated campaigns starting with our teams work at Bacardi and Diageo Deliver multi-market & multi-disapline campaigns for Amex, Canon, HTC, Mercedes, Toshiba and many more Recent campaigns include: - Creation and launch of the Queen of Bingo for Jackpotjoy.com with (beta) ad agency and Maxus media - Creation and launch of the Mercedes Car Boutique with Weapon 7 and Maxus
- 36. Our approach to integrated comms: Respect and support that a good idea can come from anywhere Bring quality consultancy to the table for the benefit of all Understand and support each others discipline needs Build relationships outside of cross agency meetings
- 37. Q&A
Editor's Notes
- #27: last episode aired in 2004, the show is on endless repeat and each series is already available to buy as a Box-set