Case studies Beewi
How can we make a French electronics player stand out at CES in Las Vegas?
In charge of PR for the company Avenir Telecom, OXYGEN conducted a one-off operation for its Beewi brand, specialising in connected objects, aimed at supporting it at CES 2014 to make its participation a success.
A truly major event for consumer electronics that's exceptional both in terms of its size and its impact, CES sets the high-tech consumer trends of tomorrow. Getting noticed by the media ensures you will do business.
Unknown in the US, Beewi, therefore, counted on CES to strengthen its presence on US soil and form partnerships with local and international distributors. But standing out from nearly 1,000 participants who are each more innovative than the last is a real challenge, which requires thorough knowledge of the codes of this extraordinary event.
Beewi has, therefore, asked the agency OXYGEN from San Francisco to accompany it and ensure media coverage for its first participation.
The recommended plan of action:
From the month of November, the agency worked with Beewi to select the products most likely to interest the American media. Meanwhile, the main editorial media (press kit, press invitation, press releases, etc.) were prepared and disseminated on time. Present alongside Beewi for the duration of the event to carry out interviews and invite journalists to visit the stand, the agency has also been able to create opportunities to meet with leading journalists, outside the "traditional" trade show circuit, in order to stand out in a very competitive environment and attract the attention of journalists. Products were sent to journalists who could not visit the Beewi stand to maximize post-trade show positive fallout.
Beewi got great exposure from first-rate media, like the NY Times, CBS, The Wall Street Journal, Examiner, etc. A great success for a first CES participation!
Olivier Mondon, PR Communications manager for Homido VR,
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