Los netbooks una categoría inexistente

Ante el nacimiento de una nueva categoría de producto,  como los netbooks, el trabajo no era tan solo la difusión de información del producto Asus y sus prestaciones si no que también era obligado contar los beneficios que para el usuario representaban un nuevo tipo de hardware/dispositivo tecnológico. Moverse rápido para adelantarse a la competencia era uno de los objetivos. Para ello se organizó en 2 semanas un evento para TV que dió una rápida y eficaz difusión del mensaje.

El nuevo eeePc debía mostrar que era un producto perfecto para todas las edades, y públicos para ello se diseñó un evento intergeneracional en el que se usó el testimonio de 3 mujeres de una misma familia ( hija, su madre y su abuela), tres generaciones unidas por la tecnología, que se apuntaban a  mostrar la facilidad de uso del producto. En la suite de un hotel de lujo, simulamos un entorno familiar futurista, donde cada testimonio contaba a los medios de comunicación cómo usaba su eeePC. La cobertura del evento fue excelente y posicionamos este producto y el genérico en prime time de las televisiones nacionales y regionales del país.

 

The communication game and the passion for videogames
 

Events, media relations, bazaars, press conferences, product testing, creative mailings to journalists and more: over the years Best Relations has developed a comprehensive, rich set of experiential communication actions for one of the major players in videogames, THQ. The ROI on each videogame launch has always been successful. The leading television channels and offline and online press (both specialised and general) have had some kind of THQ + Best Relations experience.
Success stories of events with THQ:
 

• Everything is tuning. On the launch of the Juiced 2 videogame, a press release was held at the Hotel Puerta de América in Madrid where the world of tuning and videogames met face to face. Tuned cars, modded computers, customised clothing, graffiti, tattoos and piercings, body painting and fashion served as the backdrop for the leading television stations and newspapers in attendance (tve1, antena 3, zoom 2, etc.) to discover the videogame.
   
• Chernobyl comes to Madrid 20 years later (Stalker): Launch of the mythical videogame Stalker, which consisted of an invitation to the press to come to Madrid’s Plaza Santa Ana. The set was inspired by the nuclear disaster, and to make it extras costumed as radioactivity technicians led tied up journalists to a space that had been re-created as if there had been a nuclear leak (smoke, sirens, fluorescent lighting, etc.).
   
• Playing right on a street of Madrid (Ratatouille): Dovetailing with the release of Ratatouille, a living room of a home was created on Madrid’s Calle Preciados in conjunction with FNAC. There, people could sit in an armchair, have a Coke and play the videogame as if they were in their own homes. There were only three rules: eat and drink, have fun, and bring three ideas on their vision of companies in 2015 and the social media. (To download the complete document on the conclusions of Gurumet, click here.)

Technology in prime time
 

Even though the job performed for Medion over time has dealt with different fronts, the following examples refer to specific actions performed for this client. The challenge with Medion was to boost its presence in the media, and specifically to land appearances on national TV with unpaid GRPs. Therefore, we focused on the conceptualisation of storytellings for TV news programmes, such as:
 

• A mini-computer for a mini-flat: When the government’s agenda came to include promoting mini-flats measuring 30 m2 as a solution to the housing problem, many people thought it was madness. But the reality was there, and today there are families that live in these flats and have special needs. So we suggested that Medion use this storytelling as the foundation for launching its new mini tabletop computer: Cape 7. This gadget was positioned as a replacement for the devices we have in our homes, helping families to save space and money. To create the history, we used the testimony of an owner of a mini-flat and the spokesperson of Medion, and we managed to get the press, TV and radio to cover this news item, yielding an ROI of nearly 3,000%.
   
• Virtual looks: Have you ever dreamed about browsing the Internet, checking your email and chatting with your friends while you are getting your hair cut in the most fashionable salon? The revolution in styling has come thanks to the Medion tactile computer. A beauty salon was the site we chose for the product placement of the Medion tactile computer. It is one of the most fashionable salons in Madrid, Juan por Dios, where testimonies by different kinds of clients, as well as the owner of the salon, told many media representatives about the advantages of this technological device. The event was covered by three nationwide and two regional television stations, yielding an ROI of nearly 9,000%.
   
• Internet in the taxis of Madrid: Medion wanted to demonstrate the versatility of its netbooks, which can be used anywhere, even in a car! To demonstrate this reality, Best Relations thought that news programmes on TV might consider access to the Internet offered in the taxis of Madrid to be a newsworthy event.For this reason, it conducted a pilot test on the interest that might be generated by offering this kind of service. An agreement was reached with a fleet of taxis, and the vehicles were equipped with Medion netbooks which had access to Internet. The media were informed about the launch of this pilot test.The news item was covered by five nationwide and two regional TV stations, plus it was published in numerous printed media like El País, 20 Minutos and many online media and blogs. The ROI on this activity was around 5,000%.

Playing with Diset
 

In the past five years, Best Relations has developed buzz events for the toy-making company Diset to call the attention of the TV stations. They feature two Christmas stories:
 

• The Christmas Choir of 300 Teddy Bears: If one Christmas afternoon you found 300 teddy bears singing music conducted by the famous singer Gisela in a central square in Madrid... would you join the choir? Numerous journalists thought that this was a story worth telling and covered the event on both the nationwide-regional TV stations and the newspapers and radio.
   
•  The 1^st Crawling Race of Spain: Crawling is an important step in children’s motor development, and that is why we suggested that Diset work with El Corte Inglés to sponsor the 1^st Crawling Race in order to boost sales of the toy “El conejo Pepito” (Joey the Rabbit). Hundreds of babies between the ages of 12 and 24 months competed to be the fastest in the city.The singer and presenter Gisela served as the master of ceremonies, while a vast number of audiovisual and written media covered the event. In fact, over time, this action has been imitated by other companies as a great way of attracting the media’s attention.

The ugliest souvenir
 

The period spanned September and October, when the media stops talking about the tourist industry. For this reason, Best Relations launched the initiative “The most horrible souvenir in the world” with the goal of giving lastminute.com clients the chance to appear on television even off season.

The heart of the campaign focused on the blog www.elsouvenirmashorroroso.com, where Internet users could upload photos and videos of the souvenirs they had received from friends and family members at the end of summer. Obviously, this was a fresh initiative based on humour that the media immediately latched onto.
 

Thanks to the television results, the 63 press clippings and thousands of impacts on the Internet (still available one year after the action), the ROI was over 5,000%. This is a good example of how, with a simple action carried out through the social media, you can generate a great deal of visibility on television and in the traditional media at an extremely low cost.

Financial communication for Christie + Co
 

We worked for the real estate consultant Christie + Co for more than three years. This company specialises in advising hotel groups during the lengthy process of buying real estate and later managing it.
 

We designed a complete media relations campaign for them which included relations with the financial and business media, specialised press and the real estate and tourism sections in nationwide and regional newspapers. We also created their graphic identity and applied it by splitting it into different media. Furthermore, we wrote and designed a bimonthly newsletter for their clients that included the company’s new developments and news.

Mindtraining: Get ready for happiness
 

Dovetailing with the boom in videogames designed to stimulate the mind and to reinforce memory and social intelligence, Mind Training was created by the company FX Interactive. The challenge consisted of unveiling the new videogame through a press conference for television channels. To do this, we chose a different kind of storytelling, the “anti-stress videogame”, linking the game up with science and psychology.
 

The set was designed around this motif, and two contexts were chosen: a scientific and a social one. First, the media were invited to the Universidad Complutense de Madrid to hear the testimonies of a psychologist (head of the Psychology Department who supplied the scientific endorsement). A PhD from Canada’s McGill University who had participated in the design of the videogame acted as the spokesman. Furthermore, the television stations were given a reel with images and real, anonymous testimonials by families and professionals who had used the videogame.
 

The event maximised the initial investment with an ad value of €204,178.55. Television and radio leaders like Antenna3 TV and La Sexta, regional stations like Telemadrid and TVG, and radio stations like Punto Radio and RNE attended. In addition to the offline media repercussion (El País, La Vanguardia, back cover of Cinco Dïas, MarcaPlayer, etc.), the digital media also covered the event.

Corporate Social Irresponsibility
 

The Bip Bip Foundation worked with Best Relations for several years to convey a clear message: we must close the digital divide in order to avoid the risk of social exclusion generated by a lack of knowledge of technological tools. Within this context, we conducted multiple actions, including the “Corporate Social Irresponsibility” initiative:
 

Companies are required to pay a fee for throwing out their old technological equipment, but they try to avoid it. During the largest technology fair in Spain, SIMO network, the Fundación Bip Bip sponsored an art installation in which a large pile of technological debris, computer screens and mice occupied the entire stand.
 

The goal of the campaign was to protest against the vast amount of technological waste that is generated by companies each year, around 42,000 tonnes, and their lack of commitment to recycling and paying the fee for throwing out the old computer supplies, given that on average companies only recycle one out of every 12 computers they throw out.
 

The job involved conceptualising a powerful storytelling under the concept of “Corporate Social Irresponsibility” and inviting television channels and reporters.

Using this campaign, we managed to convey a message of awareness to Spanish companies through the media, which based the news item on the heavy visual impact generated by the pile of technological debris which highlighted the amount of technological waste generated by companies and called attention to the importance of recycling. The news item was picked up by many television channels and also featured in a large number of print media.