Amid the crowded electronics market, Red Consultancy launched Eye-Fi, a wireless memory card for cameras that automatically transfers photographs to Web sites and computers, to appeal to early adopters and the general public.
Pre-campaign research showed 120,000 articles mentioned "camera" or "wireless" in a three-month period, and many featured technology that would make life simpler.
"We had to rise above that noise," says Alice Chan, SVP and GM of Red Consultancy San Francisco.
Red decided to build credibility and excitement for the unknown brand by promoting the product to early adopters and the gadget media. The agency planned to launch the new technology in a three-phased effort to maximize media effectiveness.
The first phase would launch the company, then the following phases would target influencers and mainstream consumers. Jef Holove, CEO for Eye-Fi, says the campaign specifically targeted mothers who tend to manage family photos.
In June 2007, Red announced that Eye-Fi would revolutionize the way photos are stored and shared, without releasing product specifics.
Then the company conducted a tour with gadget experts and consumer media in New York, San Francisco, and Washington DC to garner buzz.
Within 48 hours of its launch, more than 100 news stories appeared and visits to its Web site spiked to its highest rate. Within 30 days of the launch, outlets ranging from ABC World News to Parents magazine featured Eye-Fi. More than 80% of news coverage included Eye-Fi's key messages.
"The thing we got most response from the media was... the ease of use," Holove says. He added that at first bloggers were skeptical of the product, but after its release, the message shifted to enthusiasm.
Red Consultancy remains the AOR for Eye-Fi.
PR team: Eye-Fi (Mountain View, CA) and Red Consultancy (San Francisco; London headquarters)
Campaign: Eye-Fi Launch
Duration: June 2007-January 2008