Campaign: 'Revolutionary battery' taps into green agenda

Renewable energy and 'portable power' research company Moixa Energy last year developed a revolutionary rechargeable battery.

Campaign Perfect Storm
Client Moixa Energy
PR team In-house and Ranieri PR
Timescale August-December 2006
Budget £15,000

Unlike standard rechargeable batteries, the USBCELL can be charged from a computer’s USB port without the need for recharging devices, cradles or cables. Users flip open a lid on the battery to reveal a built-in connector and charger that connect to laptops, keyboards and games consoles.

Because more than 15 billion single-use batteries are thrown away each year, Moixa was keen to promote its product a a potential eco-friendly solution to high energy demand.

Its first product was an AA-sized battery, which can be recharged hundreds of times.

Objectives
To introduce and build the Moixa and USBCELL brands, and drive web traffic to MoixaEnergy.com and USBCELL.com. To ensure that both retailers and industry were aware of the brands, specifically via B2B, financial and consumer media relations.

Strategy and Plan
Ranieri PR met with lifestyle titles such as FHM, GQ, Nuts and Zoo, as well as nationals including the Daily Express and Daily Star. Another key meeting was with easyJet’s inflight magazine.

The PR team demonstrated the product to journalists, who were given sample products to test in their own time. Moixa also targeted tech bloggers with a press release.

Measurement and Evaluation
Blog coverage included posts on Gizmodo, Engadget, The Onion, Wikipedia and BBC Online. Tech press interest came from PC Answers, PC Advisor, Digit, MacWorld and PC Live. Newspaper coverage included USA Today, The Wall Street Journal, Financial Times, The Times and London’s Evening Standard.

Front, Boys’ Toys, Zoo, Stuff, GQ, Nuts, easyJet’s inflight magazine, New Scientist and even Razzle covered the new battery, as did Five’s Gadget Show and radio station talkSPORT.

Results
More than 600 distributors and retailers in 75 countries have approached Moixa. The product is now stocked by Currys and PC World in the UK.

Piers Townley, deputy editor of easyJet’s inflight magazine, says: ‘I wrote it up for our business section, and it also went into bmibaby’s inflight magazine. It jumped out at me because it seemed such a genius idea when everyone is trying to go green.’


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