Context and goals
Verbatim, a global brand of the Mitsubishi Group known for its data storage devices on flash memory cards, external hard drive storage solutions and optical drives, expands its market share by presenting a new range of LED lamps.
In this context, Now!PR was tasked with presenting Verbatim no longer just as a leading brand in the development of data storage technology but also as a cutting-edge company through the launch of its new LED lighting products.
In the initial phase of the launch of the new LED products range, the primary objective of the communication strategy was to present Verbatim’s new business to the media of the lighting and furniture sector, both trade and consumer, and introduce the new LED lamps range that was developed by leveraging the know-how of its parent company, Mitsubishi Chemical, in the lighting technology sector.
In the second phase, the PR activities focused on communicating the new corporate strategy through ad hoc events, press conferences, interview opportunities for Verbatim managers with sector press and constant support by sending samples for tests and reviews.
The integration between trade press of the lighting sector (both digital and print) with furniture and lifestyle consumer media was at the basis of the distinctive idea to shift the perception of Verbatim from a leading manufacturer of storage devices to a brand also specialized in the production of high quality LED lamps.
• Writing and distribution of press releases
• Organization of the launch event for the new LED products range
• Organization of a dedicated event during Euroluce
• Interview opportunities for Verbatim managers
• One-to-one media and blogger relations activities
• Product reviews management
• Updates on new products
• Participation and support at Euroluce
The event to present Verbatim’s new LED range was a great success and saw the participation of numerous journalists and bloggers from the lighting and furniture sector.
The press coverage following the launch event of the new LED product range was impressive, with a total of 52 articles in 2 months.
The event organized during Euroluce saw a higher number of participants (journalists and bloggers from the lighting, furniture and lifestyle sectors) than the launch event. In the two months following the event, 51 articles highlighted the success of the new LED products range.