PRWEEK AWARDS: Product & Promotion - Technology

WINNER - Friends Reunited, www.friendsreunited.co.uk, Beatwax Communications

Given the ubiquity of the Friends Reunited brand today, it is easy to forget that little over a year ago the concept of internet nostalgia, let alone the Friends Reunited brand, was unknown to the public at large.

In April 2001 the site's founders Steve and Julie Pankhurst hired Beatwax Communications to handle PR for the six month-old site, with the duel aim of raising its profile among British adults, and encouraging registration.

Initial promotions centred on regional work aimed at building up registration.

Having ensured that visitors to the site would recognise their school and at least one person, Beatwax then presented the site to The Guardian's G2 section. Pieces in The Times and the London Evening Standard followed, in turn generating broadcast coverage.

The second phase of the campaign took place between August 2001 and July 2002. Beatwax sourced heartwarming stories to create human interest pieces for the tabloids, while the site was pitched to internet trade journalists as the success story of the year.

Particular attention was paid to publicising the site by TV since it was considered the most effective way of driving traffic to the site and increasing registrations.

Journalists were encouraged to register with the site and organise reunions, while regular pieces were secured in The Sunday Express, and the Daily Mail. The agency is currently producing a strategy for international launches, while Friends Reunited is in discussions with UK broadcasters about a transfer to TV.

When Beatwax was hired, the number of registered users stood at 30,000. By August 2001 it had reached 660,000 and by July 2002 there were in excess of seven million registered users.

Finalists

Abbey National

Moments of Simplicity

Band & Brown Communications

Telewest Broadband The Broadband Battle

Telewest Broadband and Consolidated Communications

LG Electronics

The LG Internet Family

Herald Communications

MSN

The World's First Internet Bench

The RED Consultancy

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.