Client

SegwayNinebot
https://de-de.segway.com/

date

January 2024 - April 2024

Services

B2C

Event PR

ProductPR

4

Months

40+

Clippings

93M+

Reach

The brief

After a refreshing end to the year, we started 2024 full of enthusiasm and curiosity. After a quick check of our inbox, we stumbled across an email from Segway-Ninebot.

The goals were clear, we were here to help with creating suitable content for the announcement and promotion of their new product, including securing media to attend Segway’s big presentation event, as well as creating a press release, product introductions and Q&A sessions. This also includes managing the dissemination of PR content, arranging media interviews and product tests and reviews. For their launch event, our task was to invite DACH journalists and influencers to attend, to achieve the largest brand exposure through various forms including advertorial content and paid opportunities.

As a dedicated communications agency, we couldn’t wait to take on this challenge. We were determined to ensure a successful launch and market entry of the innovative Navimow i - series. With our wide range of services, we planned strategic measures to maximize brand presence and engagement in the DACH region.

The campaign

We got straight to work. Our advantage was that Segway is not an unknown brand in Germany, though the focus had been on their mobile scooters. Our task was to shift the attention to the new lawn mowing robot.

We started by creating engaging content to spark interest among journalists even before the big event. This was followed by a comprehensive press release, marking the beginning of our event-focused planning. After sending out the press release, we quickly gauged which media outlets were most interested in the product launch. Besides our close contacts in the tech industry, we also targeted select gardening media. We sent personalized invitations to journalists and influencers from the DACH region. Our strategic outreach ensured strong participation, with 14 journalists confirming their attendance.

The new Segway Navimow was unveiled at the beautiful Schloss Krickenbeck near Düsseldorf during a two-day event. Alongside an in-depth product presentation by George Ren, CEO of Navimow, and other key figures, there were opportunities for interviews to get first-hand information. With media outlets such as Notebookcheck, Smarthome Assistent, basic-tutorials, techstage, taspo, Männersache and several others in attendance, the launch event was a resounding success.

We secured several media outlets interested in testing the product in their own gardens for detailed reviews. Our meticulous approach ensured the message reached the right audience at the right time, generating curiosity and anticipation for the product. Afterwards, we closely monitored the PR project's outcomes and provided Segway with a detailed report of the coverage. This iterative approach allowed us to optimize our strategies in real-time and maximize the effectiveness of our efforts. Our publication highlights included ComputerBild, Notebookcheck, Nextpit, Cashys Blog, Golem, and HomeAndSmart.

Notebook Check

Computer BILD