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Challenge
Harvard’s challenge was to
raise awareness of the product range and position
the products as the digital entertainment players
of choice. It was key to provide the target audience
with opportunities to see the products while differentiating
from the established competition, in particular Apple's
iPod which had historically dominated the sector,
by highlighting the technical superiority and ‘fashion
accessory’ led design approach of iriver products.
This involved positioning the products as cool accessories
designed to suit your lifestyle, rather than the existing
'one size fits all' approach of other manufacturers
in the market.
What we did
Whilst running a sustained media
relations campaign, Harvard’s strategy was to
get the product range in front of the public and let
them see, feel and use the products. Therefore, Harvard
identified some key events and venues at which to
demonstrate the product range. One such event was
the Mobo awards held at the Royal Albert Hall. Harvard
managed a team of 10 promoters to demonstrate iriver's
3 leading media players throughout the course of the
evening. This involved giving each promoter a role
- the movie buff, the die-hard music fan and the fashion
lover, so that each player was shown in its lifestyle
segment. Harvard also targeted the celebrities in
attendance to demonstrate and the products thereby
building a credibility association. Celebrities included
DJ Trevor Nelson, R&B star Jamelia and Britain’s
Olympic Gold medallist Kelly Holmes. On top of which,
Harvard also ensured that iriver’s key customers,
distributors and prospects enjoyed a VIP hospitality
evening.
Outcomes
The campaign achieved notable
success providing maximum exposure to target audiences,
allowing them to ‘taste’ the products
for themselves whilst watching their hero’s
also using the products. Harvard’s campaign
achieved blanket coverage in all the national broadsheet’s
and tabloids with some great photography of ‘stars’
using the products. In addition the campaign achieved
substantial coverage in top tier lifestyle publications
including Vogue, GQ, Cosmopolitan, T3 etc.
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