NEC unveils Hydrastor twice

SAN FRANCISCO: NEC is partnering with its newly signed AOR Spark PR, to publicize the company's grid-storage platform.

SAN FRANCISCO: NEC is partnering with its newly signed AOR Spark PR, to publicize the company's grid-storage platform.

Spark took a multi-phase approach, introducing Hydrastor with two launches. The separate platform and product announcements each targeted about 25 business and trade-press reporters and analysts.

"The main reason for this split was that we had far too many important messages between the Hydra architecture and initial product offering to include in a single announcement," said Amy Walgenbach, an associate at Spark. Additionally, the separate launches helped build product momentum for sales, she added.

The biggest challenge facing the effort was launching a product in a sector that has several brand leaders, said Syreeta Mussante, a senior director at Spark.

"They have a lot of good market share, they just don't have a lot of mindshare," she explained.

Spark became the AOR for NEC's American operations earlier this year, following a competitive bid. The company's former AOR, Voce Communications, had resigned the account.

"We had some shifts on the team and did not want to subject the client to a lot of turnover issues," noted Richard Cline, president at Voce. "It was a long, fruitful client relationship."

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