Client: Tobii Technology (Falls Church, VA )
Agency: Focused Image (Falls Church, VA)
Campaign: Tobii Campaign at the Consumer Electronics Show
Duration: November 2011 - March 2012
Swedish company Tobii Technology made its Consumer Electronics Show debut this year (January 10 to 13), where it introduced Tobii Gaze, a prototype of the first fully eye-controlled user interface for Windows 8.
“Tobii is a relatively young, small company and is also unknown in many large consumer markets it will ultimately play in,” explains Barbara Barclay, GM of Tobii North America. “CES is a unique opportunity to reach developers, original equipment manufacturers, and consumers in one place.”
Focused Image, AOR for Tobii North America, helped devise and execute the campaign.
“We showcased a practical application of Tobii Gaze that appealed to virtually everyone in the context of something they know - Windows 8,” Barclay explains. “Developers and OEM manufactures are consumers, too, so if you can appeal to both their consumer side and their professional side it's a home run.”
The technology was also displayed in the video game “Asteriods” at the show.
“Asteroids brings the technology to life in a fun way,” says agency VP of PR Kristina Messner. “With this technology literally seeing is believing.”
Journalists and bloggers got multiple interview and demo opportunities before, during, and after CES.
Primary targets included multiple segments of tech and national general consumer outlets.
A press release announcing the unveiling at CES was issued January 5. Media kits included information about company history, executive leadership, and product innovations, as well as photos and videos.
The Wall Street Journal and CNET got exclusive interviews and demos the week before CES. Combined, the stories reached an audience of 15 million.
The technology was showcased at CES Unveiled, a media pre-show event, on January 8. Laptops and the videogame were set up in the booth during the show. The team, including media-trained Tobii executives, conducted an estimated 240 interviews January 8 to 13.
Campaign information and media coverage was posted to twitter.com/TobiiEyeTracker.
Barclay reports the campaign helped generate upward of 200 business leads, with more than 100 companies currently actively engaged with Tobii.
“These are big companies - every major computer, software, consumer electronics, and automotive company,” she adds. “We also got a $21 million investment from Intel Capital. It would've happened anyway, but they were highly impressed at the attention we got at CES. A number of other companies are also talking to us about investing.”
A total of 3,686 stories ran (more than seven times the goal) in outlets such as CNBC, Wired, and Popular Mechanics.
Given the campaign's success, the agency won global AOR status for all Tobii business units.
The team is preparing for undisclosed “key announcements” this fall and next year's CES.