Challenge
Harvard was tasked with the launch of a pioneering product, the first on board route navigational software stored on the multimedia card of a mobile phone. ‘Mobile Britain’ represented the first product of its kind and Harvard’s goal was to raise consumer awareness of the product, whilst also increasing awareness of the company brand against other established GPS specialist companies in the industry.

What we did
Being an exceptional product Harvards' strategy was to create the opportunities for the product to 'speak for itself'. Harvard set up press tours targeting trade, technology and lifestyle publications as well as having success with the 'as ever' coveted nationals. Mobile Britain, although in it's infancy as a product' was pitted against 'in car' navigational systems as part of group tests. Confident in its ability to perform Harvard positioned it to the journalists as the first in a new breed of GPS systems and utilised its mobility as well as the next logical feature for mobile phones. son’s commitment to the market.

Outcomes
The launch received huge media attention as the product uniquely transcends trade, technology and consumer lifestyle press. Notable coverage was achieved in the National broadsheets, including the Guardian, BBC Online, the Scotsman, trade and lifestyle including Stuff, T3, What Mobile, What Cellphone, Practical Motorhome, Auto Express, PC Pro, Computer Active. The product launch also achieved the second goal of the campaign, to raise awareness of the Corporate brand, portraying the company as innovative free thinkers.

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