Technology - Introducing the 'indestructible' phone

Campaign: Launch of the i-mate 810F at Mobile World Congress 2009

Client: i-mate
PR team: Mi liberty
Timescale: January-February 2009
Budget: £9,000

The i-mate 810F is a 'lifestyle' mobile phone with a lifetime warranty. Designed to meet military specifications, the phone is practically indestructible. i-mate wanted to use Mobile World Congress 2009 as a platform to launch the phone and showcase its abilities.

Objectives

- To generate buzz around the launch of the phone

- To build i-mate's presence at the Mobile World Congress.

Strategy and plan

Competition for news at the Mobile World Congress is fierce, so Mi liberty announced the launch of the phone before the show, which allowed the PR team to set up briefings and build excitement about the phone at the show.

Measurement and evaluation

The PR team secured 125 pieces of coverage in national media across 16 countries including the UK, US, France, Germany and Russia. The phone also appeared on BBC News 24, BBC Breakfast and BBC World. The top five pieces of coverage appeared in the Financial Times, BBC Click, The Sun, KnowYourMobile.com and VnuNet.com, where the i-mate was number one in a list of the best elements of the Mobile World Congress 2009.

Results

i-mate doubled the amount of leads normally achieved at the Mobile World Congress.

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