2012 Winners & Shortlists

The Campaign

Launch of the sleep bracelet in the uae to build product awareness as it was earlier sold only through emirates duty free. It was an endeavor to promote the natural frequency technology which is used in the sleep bracelet.the same technology is also used in the philip stein wrist watches endorsed by oprah winfrey, madona and media mogul rupert murdoch. It was through this event that the media would get to know about the product and how the client would then enter with this product in the uae market. The strategy was to have an intimate interaction with select media to show them sleep bracelet's properties and advantages. the launch was well received with 100% positive feedback from the media.

The Brief

The target audience of the pr campaign was for those who care about their well being and want to have a healthy sleep pattern across all age groups without using any advertising or integrated media tools. The objective was to communicate this message through various media platforms and announcing the product's availability in the uae. one of the other goal's was to increase sales for our existing client philip stein's watches and primarily sleep bracelet. The campaign objective was to emphasize on the natural frequency technology used in philip stein's products.

Results

50 sleep bracelets were sold in december post the breakfast launch with 10 orders. in emirates flight the sale post the launch was 275 pieces in one month. over 50 consumers have called and inquired about the product, price, technology and bookings, post the media features and articles about the sleep bracelet. The sales results have not only met the communication goals but have surpassed the business goals in terms of consumer awareness to be created about the product and bookings of the bracelet for the coming months.

Execution

The plan was implemented in dubai from october - november 2011. 20 media persons were selected from both english and arabic media to try the sleep bracelet a month prior to the launch event. The PR agency would talk to these media people every 10 days to find out their feedback on the product. On the launch breakfast event all 20 turned up bright,well rested and rearing to go. The event had all these people talk about their experience with the sleep bracelet with the president & co-founder of philip stein. All 20 of them also wrote and spoke about it in their respective medium the campaign was executed according to the plan and there were no delays or adaptations made.

The Situation

The sleep bracelet was only sold through one channel in UAE i.e. emirates duty free in the flights. The challenge was to bring it out to the retail market as it is one of a kind product in the world using natural frequency technology with no side effects. There was an opportunity to have a unique product such as the sleep bracelet which has natural frequency technology to attune your body to calm you down and give undisturbed sleep in the uae market.

The Strategy

The strategy was to engage the media in a way that at the launch event everyone would have experienced the product would talk about how they felt after using it. Exchange of experiences would also give each media person a different story and perception. The strategy also involved media people to meet the co-founder & president of Philip Stein - Will Stein who resides in US first hand and know more about the natural frequency technology used in the bracelet.