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China Light Power
Induction Cooking Publicity Campaign |
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Coface Credit Rick Conference 2005 |
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HP Software Developer Program
Application Manageability Quiz |
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Huaxia Bank IPO in Shanghai |
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RSA Security Shanghai Office Opening |
China Light & Power needed to raise awareness of induction
cooking among restaurant operators in Hong Kong. Red Edge was
tasked with developing a media relations campaign to promote
induction cooking, by leveraging the HOFEX trade show. The challenge
was to overcome scepticism about electric cooking in the restaurant
industry, which has traditionally preferred gas. The opportunity
was the scope for positive media coverage at the exhibition. |
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Identifying the best recipe
To reach the target audience, we needed to create a buzz
around the product, especially in the business media.
The benefits of the induction cooking were real but varied
and sometimes technical. After discussion with CLP and
external research, we identified a strong lead business
angle, namely a 30% cost saving, that would be attractive
to the business media and easy for them to convey.
Preparing the ingredients
As the main trade show for the food and beverage industry
in Hong Kong, HOFEX was an excellent opportunity to talk
to our target audience. CLP was committed to leading its
presentation with the induction cooking message, targeting
restaurant owners and operators. |
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Stephen Ip, Secretary for Economic
Development and Labour, trying induction cooking |
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We needed to generate positive
coverage for CLP's participation in the show and
the benefits of induction cooking. But timing was crucial,
to ensure that our message was not lost among those of
other participants.
To stir initial awareness of the issue, one week before
the event, Red Edge invited business media to interview
an enthusiastic restaurateur on his real-life experience
of using CLP induction cooking. By identifying a restaurant
professional who could communicate effectively with the
media, we generated some very positive coverage in key
business dailies and set the tone for activities during
the show. |
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CLP spokesman addressing business
media
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The proof of the pudding
As momentum for the HOFEX event gathered, representatives
from major Hong Kong news media were invited to a preview
of the CLP booth to see the local launch of the first
commercial induction wok. The aim was to present induction
cooking as the latest technology, and highlight the lead
benefit of cost saving, supported by a strong range of
secondary advantages.
To create a photo opportunity for the media, Stephen Ip,
the Secretary for Economic Development and Labour, was
invited to try the induction wok.
This event generated coverage in more than 25 key media
in Hong Kong and encouraged interest in the public displays
of induction cooking that took place during the show. |
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The Coface Credit Risk Conference
is a major annual event organised by Coface to raise awareness
of the importance of managing credit risk, particularly
in light of unpredictable changes in the export market.
Having run for some five years, the conference had become
extremely popular for its quality content featuring challenges
and opportunities in major export markets, and renowned
speakers from the financial industry.
In 2003, Red Edge was tasked with developing a media strategy
to raise the profile of Coface by leveraging this high-profile
annual event, and has become the official PR agency for
the event from 2003 until the present. |
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Xavier Farcot, Head of Risk and
Claim Department, Greater China, Coface, speaking at the
2005 Credit Risk Conference. |
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Putting the spotlight on
Coface
After reviewing past media coverage, it
was found that the majority of news reports focused on the speakers'
comments. Comments made by Coface's spokesperson –
and even the name of Coface as organiser – were seldom
mentioned. |
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Richard Burton, Regional Managing
Director, Greater China, Coface (right) and Xavier Farcot,
Head of Risk and Claim Department, Greater China, Coface
(left) at the media roundtable.
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In order to increase the exposure
and coverage of Coface, Red Edge invited the media to
meet with the Coface spokesperson at a media roundtable
hosted by Coface during the conference intermission.
During the roundtable, the Coface spokesperson gave views
on the credit risk of various export markets, which positioned
Coface as an expert in credit management. This simple
media device proved to be very effective, with content
from the roundtable subsequently being included in the
media coverage of the conference. The roundtable session
also allowed journalists to take pictures of the Coface
spokesperson, thus extending the media coverage to create
an even bigger story. |
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Maximising Coface exposure
A Coface logo backdrop was also added to
the sitting area where other speakers were being interviewed,
which further increased Coface's brand exposure, particularly
in TV coverage.
Pre-event promotions
A short press release was developed and distributed to a target
list of dailies so that the event could be listed on each publication's
events calendar. In addition, one-on-one media interviews were
scheduled to allow the Coface spokesperson to talk about current
export market scenarios and give a taste of what would be covered
in the upcoming conference.
This highly-effective media publicity programme generated extensive
coverage in key dailies and broadcast media, including radio
and TV.
Media Coverage – Cable TV news programme |
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| To
reach out to the Asia Pacific developer community, HP
has created a free programme that delivers information,
tools, and unique opportunities to interact with industry
peers. The programme, which is designed to provide invaluable
support and technological assistance, includes free access
to software tools, monthly newsletters, white papers,
technical articles, handy tips, forums, technology updates
and special offers. |
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Red
Edge was commissioned to create awareness of this important
new programme, and to manage on-going recruitment of new
members throughout the region. The goal was to recruit
1,000 new names every quarter, and generate new sales
leads.
Getting started
Using HP's existing developer database in the region,
a one-page HTML e-mail was sent to some 53,000 software
developers across the Asia Pacific in January 2005. To
create excitement and drive registrations, the e-mail
consisted of both primary and secondary messages:
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eDM layout - English |
Key findings and results
The campaign achieved its objectives, with significant contributions
to the overall programme goals: registrations and click-throughs
for the offer, site traffic, and new sales leads.
The response rate of 1.57% represented more than 800 developers
being recruited in a single e-mail campaign, thus demonstrating
the effectiveness of online developer recruitment. Moreover,
response to the value-added program – “tell us your
experiences” – also provided invaluable insights on
customer pain points, and ultimately created new sales potential.
The
proven “send to a friend” feature continues
to enrich the database and provides potential reach beyond
the developer community in Asia Pacific.
Regionally, the campaign provided a number of market-specific
insights:
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Developers in
India are keen to join the HP developer community,
implying that white paper download and referral
is an efficient means of support. |
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Developers in
China are even more enthusiastic, confirming
their hunger for new resources. Many are ready
to recommend to their peers. |
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Developers across
Asia Pacific want more support, especially
resources with a local focus, such as localised
white papers, forums and a way to share offers
with their peers. |
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All registrants have continued to
show strong interest in utilising HP resources and forging
closer ties with the company. |
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The quiz page |
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Huaxia
Bank decided to list on the Shanghai Stock Exchange at the end
of 2002. To facilitate this decision, the Bank asked Red Edge
to create an image repositioning campaign, as well as a marketing
communication programme to promote this new image throughout
2003, culminating in the Bank's listing in October 2003.
Listing the objectives
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To
assist the Bank in the formulation of a new image
and appropriate positioning |
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To
devise a communication strategy and execute a communication
plan for the new image |
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To
generate awareness among the Bank's target audience
of the new corporate image |
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A
multi-channel strategy
By utilizing various communication
channels, including advertising, public relations and direct
marketing, Red Edge devised and executed a comprehensive communication
campaign which ultimately led to the successful launch of Huaxia
Bank on the Shanghai Stock Exchange.
The campaign, entitled “HuaXia Bank Your Partner For A Wealthy
Life”, comprised three principal components, namely an online
roadshow, promotional activities and diverse marketing collateral. |
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Online roadshow
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Nationwide real-time
online presentations for analysts, investors
and the media |
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Corporate video
to reinforce new image |
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Press conference |
Promotional activities
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Print ads and
media planning |
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Promotional materials
placed in branches of the Bank |
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Press briefings |
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Interactive Q
and A |
Marketing collateral
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Prospectus and
Analyst Report |
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Corporate video |
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Corporate slide
presentations |
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Promotional materials |
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Mission
accomplished
In addition to a successful listing on the Shanghai Stock Exchange,
Huaxia Bank also raised its profile among its target audience
and the media. The online roadshow attracted over 200 visitors,
and the market demonstrated increased awareness and understanding
of Huaxia Bank's new corporate positioning, as reflected by
a surge in positive media coverage. |
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To
ensure a high-profile and successful launch, RSA Security
(NASDAQ: RSAS) commissioned Red Edge to create an event
that would effectively introduce both the company and
its services. Success could be summed up in the following
objectives:
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To
introduce the company to its target audience |
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To
lobby local and national government on the
promotion of e-security |
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To
deliver a new concept in user-authentication
to a target audience |
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Opening
Ceremony |
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Event
Invitation Card
Event
Souvenir
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Generating
publicity
To raise media awareness and
create market noise surrounding the launch, Red
Edge invited the US Consul General and the Director
General of the Shanghai Information Office to be
officiating guests at the event, giving high-profile
endorsement to RSA Security's new Shanghai presence.
This was complemented with the creation of an attractive
invitation card and high-impact launch ceremony,
as well as a press conference, one-on-one TV interviews
and related seminars.
Securing
the right results
Thanks
to Red Edge's multi-dimensional strategy, RSA Security
achieved all its critical objectives, including:
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Invaluable
government endorsement |
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Increased
consumer confidence |
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Widespread
public awareness and understanding of its
business and products |
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Positive
media coverage |
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