Integrated Marketing Communications 2008 / 3rd Place / The Logitech New Product Communications Campaign in the Baltic States, 2007 /
Categorie:Integrated marketing communicationsTitle of campaign:The Logitech New Product Communications Campaign in the Baltic States, 2007short common description of the campaign::Logitech is a manufacturer of computer peripherals, and the Public RelationsAgency PR Stils organised a new product communications campaign for thecompany in all three Baltic States. The aim was to inform the people of the BalticStates about the companys new products in 2007, using the mass media as themain channel for this information.The first Logitech new product campaign took place in the Baltic States in theautumn of 2004, and during that campaign, the best indicators among the threecountries were achieved in Latvia - more than 60 media publications, or two timesmore than in Lithuania and Estonia. That is why this time the agency was selectedas the lead agency with Corpore in Tallinn, Estonia and Komunikacija irkonsultantai in Vilnius, Lithuania, as the partner agencies.research work done during the campaign:
The Baltic campaign is a part of a broader European campaign, and in accordancewith the requirements of that campaign and with the budget that was approved inadvance of the launch of the campaign, the agency did the following kinds ofresearch:1) The Logitech target audience - the media usage habits of young, active andinnovative people, thus defining a database of communications channels that wereperfectly precise for the demographic parameters of the target audience;2) The media market in the Baltic States, also establishing contacts with leadingjournalists in the field of reporting on new technologies;3) The way in which innovative products are presented in the target media.strategy:The aim of the campaign - publicity for Logitech products in the media with thegoal of promoting the sale of Logitech products in the Baltic States. During thecampaign, the main communications channel in all three Baltic States was madeup of the target media outlets which were identified during the research process -those which were identified as important information channels for the targetaudience.The strategy of the campaign was to engage in active media relations.The following things were done as part of the communication process:1) Press releases about new products throughout the year - 24 in all;2) Demonstration of new products for journalists in the capital cities of the Baltic
States in September 2007 - a special media event;3) A special chance for journalists to sample new products during the course ofthe year;4) Competitions for readers/viewers in collaboration with the publicationsCosmopolitan, Digital Times and Spē u Pasaule as well as www.zparks.lv Internetportal and Nākotnes Parks television show and ComputerBild Lietuva and PCKlubas in Lithuania;The campaign strategy involved three phases:1) Initially the media were informed about many of the products via press releasesso as to encourage their interest in attending the new product demonstrations thatwere organised in September.2) During the demonstration of new products, journalists were offered a chance totest those products which were of particular interest to them. All told, more than30 media outlets in the Baltic States took advantage of this, and there were almost150 product tests completed.3) During the concluding phase of the campaign, competitions were organised inall three Baltic States with the help of the relevant media outlets. Readers had anopportunity to win prizes from Logitech.Results of the campaign and evaluation::
A pilot study was conducted among journalists to find out what they know aboutLogitech products,what associations they draw with those products.645 publications in Baltics, along with stories on TV and the radio. Mediamonitoring,analysing publications via quant and qual indicators, including thecontent of clippings.The main messages were in line with the goal - Logitech is acompany focused on innovation, manufactures high-quality wireless peripheralsfor work and entertainment. The percentage of positive publications ranged from80 to 87%, depending on the country and the range of products that were availablefor testing during the relevant month. The remaining publications were neutral.These indicators allow us to claim that the campaign led to a stronger image forLogitech products as innovative products for work and entertainment.Another result was excellent cooperation with journalists-they demonstrated theinitiative in expressing interest in new products, interviewed Logitechrepresentatives about innovations in technologies, understanding that theserepresentatives were experts in the sector.The main achievement in the campaign is that the presentation of this subject wasno longer a matter just for narrowly specialised technological publications. Thesubject broke out and became a part of the lifestyle press, with new subjects beinginitiated. Almost 24% of the publications were in lifestyle media.