CAMPAIGNS: Product Launch - Frank enlists Straw's help for Amstrad

Client: Amstrad

PR Team: Frank PR

Campaign: Amstrad e-m@iler

Timescale: January - February

Budget: Undisclosed

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

fighting crime.

It is yet to be seen if attention given to the police and Neighbourhood

Watch link-up will boost consumer sales.

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