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Freeplay Energy

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Category Re-launch

Client: Freeplay Energy

Situation:

As the worldleader in self-sufficient technology, Freeplay Energy was looking to re-establish its presence in the U.S. in 2005.

Challenge:

• Increase cosumer awareness for the Freeplay Energy brand as well as the category.
• Educate consumers and the media on the benefits and advantages of the company's products.
• Establish Freeplay as the leader in product design and technology.
• Promote the brand as a "must have" safety and prepardeness product in markets with the greatest need.

Execution:

Implemented a national and local market media relations push consisting of:

• In-person product briefings with men's, women's, home and environmental publications.
• Top 100 newspapers
• On-site media relations at the Outdoor Retailer Show and the Consumer Electronics Show.
• Market-by-market media relations, targeting hurricane prone regions.

Launch Results:

• More than 42 million gross impressions.
• 224 stories generated, including stories in The New York Times, Miami Herald, Los Angeles Times, Woman's Day and Outdoor Life.
• An 18:1 return on investment.