PR Team: Frank PR
Campaign: Amstrad e-m@iler
Timescale: January - February
The Amstrad e-m@iler is a digital phone answering machine that allows
users to send and receive e-mails and send SMS text messages and
Frank PR, as part of its 'Getting Britain e-mailing' campaign for the
e-m@iler, decided that the Neighbourhood Watch and the Police were
appropriate groups to highlight its benefits as a communication
To promote this specific crime-fighting application of the e-m@iler and
how it is an easy and effective way to e-mail. To create demand for the
Strategy and Plan
The concept of putting e-m@ilers into Neighbourhood Watch co-ordinators'
homes to communicate with the Police in a bid to prevent and detect
crime was devised.
Amstrad linked up with Lancashire Police to run a pilot scheme - given
the title 'E-m@iler Watch' - in Blackburn. It donated 62 em@ilers to
Neighbourhood Watch co-ordinators in Blackburn, enabling information to
be relayed between them and the police. Home Secretary Jack Straw - the
Blackburn South MP - was invited to attend the press conference.
Frank PR also produced a video news release with interviews with all
parties involved and edited highlights of the press conference.
Spokespeople, including Straw, were made available for radio
Measurement and Evaluation
The press conference received broadcast coverage throughout the day on
national TV and radio news, as well as positive and full write-ups
across a spectrum of national press.
Lancashire Police has confirmed that it intends to roll the programme
out to more than 500 homes by May. Three further police districts have
confirmed interest in scheme.
Jack Straw publicly praised the scheme, highlighting its benefits in
It is yet to be seen if attention given to the police and Neighbourhood
Watch link-up will boost consumer sales.