FAL Security Boots in SICUR 2010: Luca Comunicación Corporativa, Spain

iprnBusiness-to-Business (B2B)0 Comments

Category: B2C

Agency: LUCA Comunicación Corporativa, Spain

Objectives:

To achieve coverage in the top prime time Spanish TV news broadcasts on the first day of the exhibition (beating a previous record of three clips)

Strategy:

Capture TV attention with a bespoke show programme that would stir their interest at Spain’s International Security and Safety Fair.

Key Message/s

FAL Security Boots has superpowers.

Programme

  • Organise an imaginative stand show showing the benefits of FAL security boots. The show repeated four times a day involves FAL overcoming Superbadguys, such as Dr. Incendio, vs. Firefighters
  • Disseminate a press release about FAL new products highlighting the show during the exhibition
  • Record the show and send a video press release to the top TV news programmes
  • Edit a one-minute clip for TV web portals
  • Work with the Exhibition Press Office to ensure that TV staff were aware of the show timings and would come the stand and see the show

Results

  • Four TV prime time newsclips
  • 17 video clips on web pages
  • Return on investment 15 times greater than the original investment

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