Relevance & Reputation

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Case study

PEEX

Brand Challenge

Launch the future of music to the masses

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.

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The campaign focused on two key objectives:

  1. To build positive brand awareness – helping the ultimate goal of generating interest from both b2b and b2c consumers in developing awareness of a challenger startup brand
  2. To drive rentals of its device – reach attendees of the Elton concerts, so that they are aware of this new device which can enhance the overall sound experience

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How

Activation across the nations

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:

  1. Key press demos – influential press were invited to review the tech at the first show in each territory in agreement that it was published ahead of the following concert, to help boost consideration from attendees (who would be reading a positive review)
  2. Securing news-led editorial – creating surround sound pieces to help with both awareness and rentals, by announcing the pre-order discount code.

This media relations programme ensured all relevant opportunities explored, from broadcast, print, online, through to influencers. No stone was left unturned.

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result

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.

Highlights include:

  • Review in Algemeen Dagblad (#1 newspaper in the Netherlands) contributing to a 200% increase in rentals
  • Achieving two spots on TVE (Spanish mainstream TV)
  • A positive review on Ireland’s most listened-to radio show on Newstalk, leading to a spike in both industry and consumer interest

  • 200%

    INCREASE IN DEVICE RENTALS

  • 96

    EDITORIAL PIECES

  • OVER

    76M

    TARGETED REACH

PEEX is now talking to new potential partners and gearing up for a commercial launch in the US and Canada.