IRVINE, CA: Printing company Epson America has selected Global Results Communications as its AOR to provide strategic PR counsel and support for the Epson Moverio “smart glasses” and other wearable and mobile accessory products.
Epson unveiled its digital glasses last year and is aiming to take on Google Glass with the product. While Google's device provides functions akin to smartphones, Epson says Moverio will do things differently. In August, Epson invited app developers to share ideas for how to use future versions of the glasses.
“We aim to drive mass awareness and adoption of Epson's wearable tech innovations, starting with the Moverio glasses,” said Valerie Christopherson, MD at Global Results, which specializes in the mobile and tech industries. “We are currently promoting Epson's news about medical device company Evena turning Moverio into X-ray-like glasses so doctors can see into the body to examine blood flow and bone structure.”
To get the word out about the glasses, Global Results is targeting business press, broadcast media, and trade publications, along with online technology bloggers. Social media campaigns on Twitter and Facebook will also take place.
“This is a full-service account, designed to help Epson reposition itself as an emerging player in the smart-wear tech category,” said Christopherson. “Aimed at the US market, we will be supporting Epson with everything from traditional media relations to strategic counsel to events we are gearing up towards – like the CES.”
Epson's RFP took place earlier this year over the course of two months. The competition boiled down to three finalists that showcased what they could bring to Epson from a media relations, writing, and tradeshow standpoint. Christopherson declined to name the other agencies that pitched.
Global Results' work with Epson began on July 1 as part of an ongoing contract worth approximately $1 million. A team of 12 agency executives is working on the account. Epson and GRC had no previous relationship.
“In addition to Moverio smart glasses, Global Results will be working closely with the Epson New Ventures team to define the PR strategy for our new wearable tech products, which will be announced at CES 2014,” said Anna Jen, director of new business development at Epson.
Walt & Company, Epson's AOR for corporate communications for its printer division, will remain on-board.
“We are not working with the printer division,” said Christopherson. “This move isn't a displacement; it's an expansion for Epson.”
This story was updated on November 22 with quotes from Jen.