PEEX is an Augmented Audio platform that allows the user to mix live audio as it’s happening. After an initial launch to tech media in the UK, PEEX became commercially available on Elton John’s European Farewell Yellow Brick Road Tour, kicking off on 1st May 2019 in Vienna, Austria. We were tasked to launch the brand into 15 European markets following the tour which would last three months.
The campaign focused on two key objectives:
We devised a strategic pan-European campaign, identifying the right partners for each market and managed the whole programme. Territories included Germany, France, Spain, Italy, Poland, Austria, Czech Republic, Denmark, Norway, Switzerland, the Netherlands, Sweden, Belgium, Ireland and the UK.
The activation ensured the core brand messages were communicated consistently to each market and the tools/assets were created from the PR hub (i.e. us), then coordinated to all partners, with timelines mapped out. We recommended a two-pronged approach:
This media relations programme ensured all relevant opportunities explored, from broadcast, print, online, through to influencers. No stone was left unturned.
The activation produced 96 editorial pieces, with a total targeted reach of over 76 million – all achieved within three months and was not supported by any above-the-line activity. The campaign significantly uplifted traffic to PEEX’s website and boosted device rentals.
INCREASE IN DEVICE RENTALS
PEEX is now talking to new potential partners and gearing up for a commercial launch in the US and Canada.