Synchronica - The Screaming Phone
Summary
Synchronica offers mobile device synchronisation services to enterprises and service providers which is a largely technical sell. They needed to extend their profile beyond the trade press into the business and broadcast media. éclat developed an idea to profile a new feature within their product which was a being given away which meant that the phone emitted a high pitched ‘scream’ if it was stolen and erased all information held on the device.
éclat leveraged the media appeal of this message and orchestrated a media campaign targeted at business nationals, broadcast media and trade media to promote the concept of a ‘screaming phone’. The story received extensive coverage particularly in national and broadcast media. It was also rolled out via éclat PR partners in Germany and the US and secured a similar level of national and trade coverage in all regions.
Objectives
Phase 1 was designed to gain extensive trade coverage in the telecoms and IT trade press as well as online.
Phase 2 was intended to stimulate interest amongst consumers via the national and broadcast press
Phase 3 involved widening the scope of the campaign to include the US, Germany and other international audiences
Strategy
éclat initially showcased the ‘screaming phone’ capability to the trade press via a series of carefully targeted interviews and demonstrations. This was backed up by highlighting the serious issue of security vulnerabilities caused by the huge number of lost PCs and mobile devices containing confidential information. The news story highlighted the issue of lost digital devices left at airports and on London taxis to illustrate a growing problem.
The second phase was aimed at a broader consumer audience conducted in conjunction with a partner who was launching the service to the public. This targeted the national and broadcast media and exploited the visual and auditory aspects of the service to illustrate the feature working.
The success of the campaign was so great that the approach and all materials developed in the UK were communicated to our German and US partner agencies and rolled out globally. This single campaign alone achieved in excess of 19,700 global press clippings exclusively mentioning Synchronica.