Case studies
Verbatim - Transforming technology: from storage devices to LED lamps
  • Verbatim - Transforming technology: from storage devices to LED lamps
  • Verbatim - Transforming technology: from storage devices to LED lamps

Verbatim

Transforming technology: from storage devices to LED lamps

Context and objectives

Verbatim, global brand of the Mitsubishi Group well known for the data storage devices such as flash memory cards, external hard drives and optical drives, expands its market by presenting a new range of LED lamps for lighting.
In this context, Now! PR was asked to publicly present Verbatim no longer exclusively as a leading brand in data storage technology, but also as a cutting edge company by launching new products for LED lighting.

Strategy

In the opening phase, related to the new range of LED products launch, the communication strategy had the primary objective to present the LED division to the lighting and furniture industry media, both trade and consumer and introduce the new LED lamps range realized on the basis of the expertise in lighting technology of the mother company Mitsubishi Chemical.
In the second phase, the PR activities focused on the communication of new business strategy through ad hoc events, by organizing press conferences, interviews among Verbatim managers and the press and the constant support by sending samples for tests and reviews.
The integration between trade press (online and print) for the sector lighting with the media of the furniture industry and consumer lifestyle was behind the idea to convert the concept of the Verbatim brand from leading manufacturer of storage devices to brand also specialized in realization of high-quality LED lamps.

Actions

• Creation and distribution of ad hoc press releases
• Organization of the launch event of the new range of LED products
• Arrangement of a special event on occasion of Euroluce
• Interviews with Verbatim managers 
• One-to-one media and blogger relations
• Management of sample tests for reviews
• Activities to update on new products
• PR support during Euroluce

Results

The launch event of the new Verbatim LED division was greatly successful success with the participation of numerous journalists and bloggers in the lighting and furniture industry.
In the 2 months following the launch 52 articles were published. 
The event organized on occasion of Euroluce has recorded a number of participants (journalists and bloggers of the lighting, furnishing and lifestyle industry) even more than the launch event. In the 2 months following the event 51 publications were published.

Link: http://www.verbatim-europe.co.uk/en_1/homepage.html?con=2