WIKO: Fast and Flexible
Challenge: WIKO planned to launch its most important new product of the year at Mobile World Congress 2020 in Barcelona: the completely redesigned entry-level smartphone WIKO VIEW 4. We had already secured commitments from many key journalists to attend the on-site press conference. Then, less than two weeks before the event, came the surprise cancellation of the entire MWC. What to do?
Solution: Within just one day, and in close coordination with WIKO and the journalists, we developed a Plan B: a live press conference with product presentation in Berlin, followed by digital availability. This was complemented by an editorial roadshow in Berlin, Munich, Cologne, and Hamburg – all taking place one week before the launch that had originally been planned for MWC. This allowed us to get ahead of competitors, fill the reporting gap, and benefit from exceptional national coverage.
Results:
- Well-attended press event at a prime location – organized within one week with the support of the event and marketing agency SX Group
- Hands-on experience of the new product
- Agenda placement and coverage through meetings with major media outlets such as Die Welt, Bild, dpa, Süddeutsche Zeitung, WirtschaftsWoche, and numerous trade publications
- Exceptionally broad and positive reach for the new product – with exclusive coverage enabled by swift action