This is the obstacle that Bite Communications faced when launching Verdiem's Edison, a free software application that lets individuals manage their PC energy use.
“Verdiem wanted to heighten awareness of PC energy waste and, ultimately, the need for our enterprise product, Surveyor,” says Jodie Cadieux, senior director of corporate communications for Verdiem.
“The real strategy was to build brand identity for Verdiem and to get its consumer product in the hands of the public,” adds Tony Hynes, SVP at Bite.
Bite created a push targeting eco-conscious consumers, employees at large companies, and green executives. The team crafted messages to convey Edison downloads are simple, effective ways to mitigate climate change. It also included social media and a “virtual launch.”
Bite crafted a storyline focused on the alarming amount of money and energy waste resulting from PCs being left running while not in use. The team created social media elements, including a product demo and podcast.
It nabbed endorsements from the eco-community and created a virtual press conference to launch the campaign. The conference also unveiled a challenge to individual PC users globally to reduce their carbon footprint.
Nearly 500 attended the virtual press conference, and Verdiem secured many analyst briefings and articles focused on Surveyor, which tripled its inquires during the launch period. Also, in its first week of availability, consumers downloaded Edison more than 60,000 times.
Bite continues to work with Verdiem.
PR team: Verdiem (Seattle, WA) and Bite Communications (San Francisco)
Campaign: Edison launch
Duration: September 2008 for the US; November 2008 for the UK