DISRUPTING THE STATUS QUO: TARGETED PRODUCT LAUNCH IN A HIGHLY COMPLEX MARKET
Drive education, awareness and trial for a completely new energy product, while navigating a highly regulated and complex competitive environment.
A phased strategy to disrupt and excite – building credibility ahead of launch, creating hype, and setting a platform to fuel sign ups over time.
Backed by media training, tight messaging and scenario planning – and following a staggered phase of soft media engagement – we executed a focused campaign for the Australian-first energy subscription product.
Here, we leveraged the news agenda and bill shock insights, key research and third parties to create the ultimate news package, and delivered a best practice media relations program to launch with impact.
In just 24 hours, we generated over 100 pieces of earned coverage in top tier media, with a potential reach of 15M – smashing KPIs and delivering 100% key message penetration. Robust messaging and strategic planning has also set the scene for seamless roll-out in 2021.
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