CAMPAIGNS: Quizid shifts emphasis to move media - Corporate PR

Client: Quizid Technologies
PR Team: Insight Group
Campaign: Launch of Quizid
Timescale: February to October 2002
Budget: £35,000 (includes associated costs)

Quizid Technologies provides security and authentication solutions for transactions on the Internet.

Developed in conjunction with Sun Microsystems and GNS Europe, its two key components, the Quizid Card and the Quizid Vault, are the first steps towards replacing static passwords with more robust digital identification.

Launched on 16 October this year, the company was faced with overcoming new-product fatigue in the security services sector.

Objectives

To launch Quizid and its products to the UK market as a tangible, cost-effective alternative to arguably less secure competitive offerings.

Strategy and Plan

In February, Quizid hired the Insight Group to handle its marketing, branding, website development, analyst relations, media briefings and launch activities.

The product was offered to security analysts last month, and on 16 October a public launch took place at the House of Commons. Key trade, national, broadcast and online media were invited, but the response from the security press was cool.

To counter this the PR team re-examined its strategy and played up the topical angle, by hosting a debate on the future of the Government's Digital Britain initiative.

Measurement and Evaluation

The attractions of speakers including Richard Barrington, industry director at the Office of the e-Envoy, and Simon Moores, a senior security analyst, proved a winner. With this new angle, media such as BBC Online, Bloomberg Business News, Reuters and The Financial Times attended the debate and the company launch.

In addition, Quizid CEO Peter Newport outlined the issues around IT security in media including The Independent, plus trade titles such as The Register, The Encyclopaedia of Computer Security and SC Magazine.

Results

It is too early to judge the launch in terms of sales, but in just six days over 107,000 visitors hit the Quizid website.

By focusing on the issues rather than the products, Quizid positioned itself as a security expert with the national media and persuaded the technology press that it had something new to offer.

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