Revive a brand and launch a smartphone – all in a day’s work

Howorth successfully orchestrated Motorola’s Australian comeback, with the PR launch of its new range of Android powered smart-phone devices. Howorth’s objectives?  Simple – create mass-market interest across consumer and technology media, reaching out to consumers looking for a new smart-phone.

Insight

Differentiating a phone from the pack can be difficult, but Motorola’s new Android range of smart-phones held one key ingredient , MOTOBLUR – the first mobile experience to deliver your social life straight to your mobile phone, streaming conversations, friends and widgets right into your handset to provide a never-ending flow of updates.

We understood that the media would need to try out the phone themselves to get the full effect of the MOTOBLUR package, so they could appreciate first-hand how it could link their lives via the web.  As a result, Howorth’s PR strategy was designed to ensure media had maximum exposure to the MOTOBLUR experience – from one-on-one demos and the opportunity to take handsets for review, to a fully immersive and interactive launch.

Creative idea, relentless execution

Rebuilding a brand and restoring consumer confidence is no small feat. Howorth held 12 one to one briefings and handset demonstrations in the lead-up to the event, with outlets handpicked to ensure a wide depth of coverage on launch day.   Media were enticed to explore MOTOBLUR before its official launch included the Daily Telegraph, Sydney Morning Herald, Channel 7, Channel 9, T3, Grazia and Women’s Health.

The focus then switched to the event itself.  Taking over the Cargo Hall at the Overseas Passenger Terminal, MOTOBLUR’s features were unveiled through stunning visuals presented on a mammoth concave screen: embracing our presenters to showcase social streaming as life in motion, a network surrounding us in all that we do.

Outcomes

On the day of launch, Motorola and Optus spokespeople conducted one to one media briefings at the event with key influencers The Australian, iTNews and iTWire.

These interviews, plus our strategic warm-up prior to the event, generated more than 100 pieces of coverage across metropolitan, consumer, technology and business media (print, broadcast and online).  Highlights to date include a demonstration on Channel 9’s Today show, the front page of Australian T3, and pick-up across a range of specialist outlets like Gizmodo, ITnews.com.au, Good Gear Guide, Zoo Weekly, Smarthouse, iTWire.com.au, CNET Australia and GadgetGuy.com.au.

From clink to click: Ancestry.com.au calls up the past

Do you have a convict ancestor? If you did, would you know? In our first project for Australia’s leading family history website, Ancestry.com.au, Howorth led a PR campaign to launch two new convict-based historical record collections to the public. These records (the Convict Registers of Conditional and Absolute Pardons, 1791-1846 and the New South Wales Certificates of Freedom, 1827-1867) complete the journey from arrest to release of almost one third of all convicts transported to Australia.

With more than 2.3 million criminal and convict records now available online, Ancestry.com.au made the entirety of its 15-part Australian Convicts Collection accessible for free for eight days in January 2010.  With the door to the past wide open, we had to convince the public to come knocking.

Insight

Howorth constructed a public relations campaign, tied into Australia Day, to get consumers thinking about how their families originally made it to the Lucky Country, before encouraging them to dig down into their own pasts.

Creative idea, relentless execution

We knew we needed a high-profile partner for the campaign launch, so we secured a national News Limited exclusive for Australia Day itself, which resulted in coverage in all news.com.au sites across Australia.  We also targeted metropolitan radio talk back programs with embargoed material so they could incorporate the story into the weekly plan. Following this initial coverage burst, the release was then issued to all other media.

Outcomes

The response locally for the convict collection was overwhelming, with more than 200 pieces of coverage, including breaking news online across Fairfax and news.com.au, and radio news bulletins. 20 radio interviews were conducted across commercial, AM and community radio, from the ABC to 2GB, with some stations syndicating the interviews across their networks and regions to raise coverage levels even further.  Print coverage included major pieces in the Hobart Mercury, Canberra Times and Sunday Territorian. Through our social media engagement, we also generated 21 ‘Tweets’ on the open Convict Collection indexes, with some of the influential Twitter users having over 1000 followers.

As a result of the PR campaign, Ancestry.com.au received their highest ever unique visitors for a single day on Australia Day (25^th January 2010).

Gratifyingly, the client was thrilled with the results; “The Howorth team achieved results well beyond our expectations. This is a great start to our relationship,” said Debra Chesterton, Managing Director, Ancestry.com.au.

Small gadgets, small budget, BIG results

Howorth began working with Australian family-owned Mac accessories distributor Try & Byte in November last year, briefed to raise awareness of their website via positive media relations.

A distributor of new consumer products aimed at Mac users and general consumers, www.tryandbyte.com.au regularly releases innovative technology to its customers.

With a small budget, we needed to find effective ways to pitch the latest Try & Byte accessories and products into consumer and consumer technology media. We therefore focused on the latest five products available on the site, selecting highly targeted media for reviews and profiles.

Our campaign has so far reached over 4.5 million Australians through media coverage: punching well above the investment.   Coverage has included a cover story in Macworld and articles now running into the double figures across tier one targets like The West Australian, The Courier Mail, Gizmodo, Cybershack, The Sydney Morning Herald, Sunday Herald Sun, Girlfriend and Home Entertainment Magazine.

Livewire social network for seriously ill Aussie teenagers

Howorth ensured Livewire – www.livewire.org.au – was the website on everyone’s lips after officially launching the groundbreaking new online community in Australia. The PR campaign led to an immediate 25% increase in membership on launch day and invitations of support from like-minded not for profit companies.

More than 250 stories were placed in a wide range of media across every state in Australia – and even across the globe. Considering Google ranked Livewire as ‘the most searched story’ on launch day, this in no surprise. Highlights included

• Print – The Daily Telegraph, The Australian Financial Review, mX and suburban and regional news in NSW, QLD, VIC, SA and WA.
• Radio – more than 166 stories, inc luding coverage on every ABC station across the country
• Online – more than 55 pieces of coverage across news.com.au, yahoo.com.au, australianit.com.au, couriermail.com.au, heraldsun.com.au, smh.com.au, theage.com.au and more
• Bloggers – overwhelmingly supportive postings from Mum and Dad, tech and health bloggers
• Livewire ranked as ‘the most searched story’ on Google on launch day

As the first initiative of its kind, Livewire provides a free, safe and supportive online social network for Australians aged between 10 and 21, currently living with a serious illness, chronic health condition, or disability. It is a way for Australia’s sickest teenagers to understand that they’re not alone and support does exist for them.

Key steps

Howorth ensured the Livewire story was blasted far and wide across the country by devising a strategic media and blogger engagement plan. Key steps:

• Pre-negotiated interviews with AAP, Radio National, The Daily Telegraph and news.com.au to drive news interest on launch day
• An exclusive launch event featuring the Hon. Senator Conroy, Minister for Broadband, Communications and the Digital Economy and Jill Weekes, CEO of The Starlight Children’s Foundation, for over 150 media and corporate partners
• More than 50 interviews organised post-event to drive momentum across radio, print and online news
• Blogger outreach to establish brand evangelists and generate positive word of mouth

Livewire were thrilled with the results of the campaign

“The Howorth team was appointed at short notice. The particular expertise of Vida and her team was their comprehensive knowledge and contacts within the media industry, particularly with online media which was a key strategic area we wanted to target.

“The Howorth team went over and beyond our expectations, and we were delighted with the level of media that was generated. They were always available and, most importantly very quickly established a thorough understanding of what Livewire is all about and what we were hoping to achiev.,”

Omar Khalifa, Managing Director, Livewire.

F.E.A.R 2: Project Origin

Warner Brothers Interactive Entertainment’s  F.E.A.R 2: Project Origin  launched as one of the most highly anticipated  and successful games of the year. Howorth developed an extensive public relations program with a key focus on media relations work included:

• Scheduling media interviews with the game’s developer
• Managing reviews program
• Scheduling promotional giveaways and
• Planning the media event.

The media event was the focus of the media relations campaign by providing pre-release access to the title. We approached specialist gaming media with the offer to meet with Dave Matthews, a leading producer of the project, as well as an opportunity for exclusive game play and a behind-the-scenes look into the game weeks before the scheduled release. Journalists were able to experience the intensity of the F.E.A.R 2:Project Origin and gain a deeper understanding into the game development process.

Howorth worked to secure over 150 pieces of coverage were secured, including:

• A review and interview on Good Game, ABC
• Video reviews and interviews on CNET, My360, MyPS3 and Games.on.net
• Daily coverage on Nova 96.9 radio and online as part of a promotional giveaway.
• Two articles, including a double page spread in Zoo Weekly
• Alpha
• The Sydney Morning Herald
• News.com.au
• Herald Sun
• MX
• iTWire
• Official Playstation Magazine
• Official Xbox Magazine
• Sea FM and syndications across the Macquarie Radio network
• PC Powerplay
• A number of online gaming websites

Insights

F.E.A.R 2: Project Origin was predicted not live up to its predecessor. Although there was much hype around the game’s release, much of this was plagued with issues ranging for naming rights and classification issues to competition from other first-person-shooter releases at the time.  Howorth was able to overcome this and generate media interest in the title through extensive outreach

Summary

Howorth helped to successfully launched F.E.A.R. 2: Project Origin by generating enough media interest to secure over 150 pieces of coverage. The fact that coverage continues to surface 3 months after the game’s release is testament to the success of the media outreach plan.

Motorola rocks Australia with exclusive Silverchair gig

Howorth helped Motorola officially rock Australia, developing a major buzz campaign to launch its exciting Artist of the Month program.

Kicking off with an exclusive live gig for over 1,000 of Sydney’s hippest VIPs, fans and industry fanatics with Silverchair – the nation’s most popular chart topping band, the campaign achieved:

• Extensive pre and post-coverage hype reaching more than 13 million Australians across news, music lift-outs and social pages, including print media; SMH, The Sun Herald, The Daily Telegraph, The Courier Mail, The Newcastle Herald, 3DWorld, The Brag. TV; Channel 10’s Video Hits and MTV. Radio; FBI radio. Online media; ninemsn, news.com.au, The Music, Fasterlouder, PopRepublic, suburbanforce.com.au, musichead.com.au, mediasearch.com.au

• Strategic brand positioning for Motorola’s new Artist of the Month program via engagement with key influencers.

Campaign key steps

• Targeted giveaways in TV, major metropolitan newspapers, online and street press – promoting the Silverchair AOTM event, and leveraging the Artist of the Month website
• Influencer engagement and seeding program
• Extensive media outreach campaign covering Australia’s top rating music TV and radio programs, major newspapers and online sites
• Unique mobile downloads of Silverchair content for 3 mobile customers via Motorola’s Artist of the Month Program
• In-store promotion with 3 mobile, to win tickets to attend the exclusive album launch.

Media and influencers commented that:

• “The event was a delicious delight for sight and sound. A stellar venue for one of Australia’s best bands. Young Modern in on high rotation!” ~ Alex Thompson, InStyle Magazine ~

• “In short, the night ROCKED. The whole event was really well orchestrated and made guests feel we were part of something very special.” ~ Emma Vidgen, New Woman Magazine ~

Luxury phone gets style-setting kick off

To launch Motorola’s new MOTORAZR2 V8 Luxury Edition phone and re-establish the company’s position as Australia’s ‘must-have’ designer mobile phone brand, Howorth utlised global brand ambassador, David Beckham, and a four pronged media strategy.

The campaign quadrupled target expectations:

• A whopping reach of over 34 million Australians was achieved within just two weeks
• More than 100 media hits across TV, radio, online and print
• A complete sell-through of stock within two months!

Having been allocated just one hour of the star’s time, Howorth’s strategy maximised the star’s appeal, but controlled access and messaging around the celebrity. This helped ensure positive pick-up around the product.

Campaign outline
Key steps:

• Pre-launch buzz created through media partnerships with Australia’s top radio, print and TV media including Nova, mX and The Morning Show
• An exclusive Sydney high-octane VIP meet-and-greet
• Exclusive press conference
• National media alerted via a digital news release to ensure widespread coverage.

The campaign was delivered within a three-month timeframe and on budget, yet sustained buzz for months following. The coverage from the launch and MOTRAZR 2 V8 Lux still generated talk and coverage up to one year later.

Beckham, an international football star and world-leading style icon, was in Australia to play for his team, LA Galaxy FC.

Stephen Amiet, National Marketing Manager, Motorola Mobile Devices, said:

“Howorth delivered an awesome campaign and the results are an amazing testament to the creativity, professionalism and superior organisational skills of the Howorth team.

“Our international guests, friends at Optus and attending media commented that it was one of the smoothest product launches they have ever attended.

“We could not have been happier, especially in relation to the way the positive coverage and reviews of the V8 Lux phone led to sell through of the product at retail.

“It was great to see the story covered in the evening news on every commercial TV station and on the front page of MX that afternoon. We wanted to stop traffic…and George St was mayhem!”

Big stunts capture Australia’s attention

To launch Microsoft’s Windows Vista, Howorth developed a series of unique Australia Day stunts entitled ‘Look up and smile’, capturing the pride and beauty of our national day. The campaign was successfully integrated into celebrations Australia wide and helped Microsoft achieve enhanced community goodwill towards its brand through:

• support from each of the State Premiers in their Australia Day speeches
• intensive media coverage that reached more than 19 million Australians.

Coverage featured 130 stories and included radio news; talkback radio, TV news, print media, including the front page of The West Australian and online news.

Stunt highlights

Australians from all walks of life were encouraged to participate in one of many aerial photographs, or in specially created events across the country.

• Sydney-siders gathered at Centennial Park to create a massive multi-coloured map of Australia. This represented Australia’s unity in freedom and democracy, as well as the diversity of our many walks of life, religions and backgrounds
• At Kirra Beach on the Gold Coast, Australians were photographed creating an image of a red and yellow lifesaver’s cap, featuring nippers to granddads to honour 100 years of surf life saving in Australia
• In New Norcia, Western Australia, a massive 100m x 90m artwork was recreated from an image painted by three artists of the Indigenous Yuat people to reflect Australia’s unity and path towards reconciliation.

Campaign key steps

• Through close partnership with the National Australia Day Council of Australia, Howorth carefully positioned Microsoft – an ‘American’ company – so that it was not was seen to be taking over Australia’s national day
• Howorth encouraged Australians to help create three enormous artworks at large scale events in NSW, QLD and WA and participate in its aerial photography
• Howorth also worked with Microsoft to assist local committees, service clubs and other community organisations to participate by hosting their own Australia Day event. By taking their own photograph and uploading images and uploading their images to www.lookupandsmile.com.au, these groups were eligible to win $5,000.

GRAND SLAM: Maria Sharapova launches Motorola S705 Bluetooth MP3 Player

With the Australian Open in full swing, Howorth leveraged Motorola’s association with top ranking women’s tennis player, Maria Sharapova, to generate buzz and excitement around the launch of the new SoundPilot S705.

Campaign highlights:

• Exclusive interview on Channel 7’s Today Tonight with Maria Sharapova demonstrating the Motorola Soundpilot against a backdrop Motorola’s pink batwing branding. The interview reached a national audience of over 1.4 million viewers
• National and online coverage on Channel 10’s Sports Tonight, The Age, Herald Sun, The Australian and news.com.au
• Media coverage syndicated internationally to more than 75 countries.

Campaign key steps:

• Exclusive invite-only media event attended by more than 40 media, including TV, print, radio and online news at Crown Towers in Melbourne. The active lifestyle themed event, featured a hosted Q&A session with Maria Sharapova
• Pre-placed promotions with top rating media offering signed Motorola merchandise
• Extensive product review and media outreach program.