Digital: Nomophobia drives SecurEnvoy sales

Campaign: Increasing Levels of Nomophobia
Client: SecurEnvoy
PR team: Eskenzi PR & Marketing
Timescale: February 2012
Budget: £1,000

Objectives

To supplement already strong core trade press activity with big national hits in the UK and overseas, and position SecurEnvoy as a big player in the market

To generate conversations around 'nomophobia' online and drive traffic to the SecurEnvoy site.

Strategy and plan

The team devised a survey to question 1,000 people in the UK about their feelings towards their mobile phone and how they felt if they lost it. This research showed that 66 per cent of people feared losing their phone - a term known as nomophobia. The results were sold in under embargo before the press release was sent out in the UK and pitched to international news outlets.

Measurement and evaluation

The campaign generated nearly 1,000 pieces of coverage in more than 40 countries, with broadcast hits on LBC London and CBS New York. There were more than 400 mentions of nomophobia online, while website Mashable created a video covering the story that was shared 6,000 times through other social media sites.

Results

SecurEnvoy surpassed all previous sales figures and has now set its sales target 20 per cent higher.