PR Team: Brodeur
Campaign: Launch of the RS01 RoboDog
Timescale: 28 February - 20 March
The RSO1 RoboDog was developed as a showcase for next generation
robotics technology, but, owing to the extensive interest in the dog, it
is being made available as a limited edition product.
Developed by ex-Formula One design chief Nick Wirth, the RSO1 features a
number of technical and design innovations that are applicable to a
variety of different industries.
To launch the RSO1 RoboDog and create must-have status among potential
buyers while also highlighting to business audiences the licensing
opportunities that the technology provides.
Strategy and Plan
Brodeur hosted a messaging workshop that defined the unique nature of
the RSO1 and encapsulated the different benefits to a diverse
Since the press would need some visual evidence of the dog's size and
capabilities, Brodeur Interactive created a streaming media file that
was held on a password-protected website and available to journalists
who had signed non-disclosure agreements.
It was clear that this would often run as a picture story and a variety
of different shots were created: from external shots of the RSO1 cocking
its leg against a pillar-box to shots of the dog being 'walked' by a
With limited time and a limited budget, the strategy was to create a
phenomenon around the RSO1 by appearances in a broad spectrum of
Extensive pre-briefing was held with a variety of broadcast (Sky, BBC,
CNBC) and national press (Financial Times, Sun, Mirror, Guardian and
Observer, Reuters), with all stories timed to break on the morning of
Given the international appeal of the story, considerable effort was
made to reach out to international news-feeds (British Satellite News,
CNN, Rex Features, Reuters, PA).
The considerable publicity on launch day itself encouraged more than 30
press to appear at the launch, including six film crews and eight
Measurement and Evaluation
The launch received almost blanket coverage in the UK, in everything
from Hello! to the FT. Over 30 broadcast hits were achieved, including
major news slots in ITV, BBC and Sky.
Stories appeared in the FT, Sun, Mirror, Mail, Mail on Sunday,
Telegraph, Guardian and Evening Standard.
Dozens of regional media hits were secured, thanks largely to
distribution via PA. The extent to which the launch permeated the
national consciousness can be guaged by the fact that cartoons appeared
in both The Daily Telegraph and the Mail and Ned Sherrin even referenced
the story in Radio 4's Loose Ends. Significant overseas coverage was
achieved via CNN and in Japan, Fuji TV, Tokyo Broadcasting Systems and
Nikkei (Japan's business daily) all covered the story.
Subsequent press enquiries were received from as far away as San
Francisco, Brazil and South Africa and stories appeared in the Toronto
Globe and Mail, South China Morning Post, New Zealand Herald and ABC
In the space of a week, the RSO1 went from complete unknown to global
phenomenon, a remarkable result given the meagre budget and the short
More than 300,000 hits were received on the RoboScience website in its
first week and the global scale of the coverage positions the company
well to pursue its various licensing deals.