Technology - Eleksen wins coverage beyond the tech press

Campaign: Touch Me, Feel Me Client: Eleksen PR team: Fuse PR Timescale: October 2004-August 2005 Budget: £32,000

Eleksen makes ElekTex, a sensory material that can be incorporated into consumer gadgets, such as a fabric keyboard that can be rolled up and put in your pocket. It hired Fuse PR to raise the firm's profile.

Objectives

To raise awareness of ElekTex's potential, capture the interest of the media and drive demand from electronics manufacturers.

Strategy and Plan

Fuse tried to create a 'wow' factor by giving the technology to journalists so they could try it for themselves. The team identified Eleksen's target media as UK and US consumer technology, manufacturing, design, electronics and engineering press. Relevant online technology blogs and community websites were also chosen as a way to reach a wider range of consumers.

Because touch-sensitive fabric is a relatively new technological development, Fuse trained Eleksen spokespeople so they could talk knowledgeably about ElekTex and the company.

The product was originally developed by two of the founders of Spitting Image, who had worked on the material used for the puppets in the programme - an angle that Fuse used as a news hook.

The agency organised a 'Touch Me, Feel Me' media tour, in which different aspects of the product were highlighted to particular journalists. Spokespeople also visited journalists' offices, which included linking fabric keyboards to wearable computers at The Independent's offices in West India Docks, London.

Measurement and Evaluation

More than 20 interviews and technology briefings were secured with media, including The Guardian, The Independent, BBC, CNN, ABC, Fox News, T3 and Stuff. Seven briefings were also secured with design and manufacturing press, such as Electronics Weekly, Engineering, Components In Electronics, Electronics World, Textile View and New Design.

Stories were picked up by CNet.co.uk, NBC, CNN, BBC World Service and Business 2.0.

Results

At least 550 business and sales leads were generated from the campaign, according to the company, as well as 60 reseller/distributor partnership leads. Eleksen was one of the firms in Real Business magazine's '50 to Watch in 2005' feature, which was published in February, before the campaign.

Stuff news editor Will Findlater says: 'Fuse was good at getting products to us before any of the companies involved in their manufacture, and was imaginative in coming up with ideas on how we could feature those products in the magazine.'

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