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Age n c y Cr e d e n t i al s f o r :
Be s t Bu y
Ou r s t r u c t u r e …
Ne l s o n
Bo s t o c k
Gr o u p
Th i n gs wi t h
Wi n gsFEVERCI T
Ab o u t Fe ve r
• To p 20 c o n s u me r PR age n c y
• Ou r ap p r o ac h i s b as e d o n c o n t ag i o u s i d e as – p u t t i n g
o u r c l i e n t s p r o d u c t s an d b r an d s at t h e h e ar t o f
c o n s u me r c o n ve r s at i o n s
• Sp e c i al i s t l i f e s t yl e , r e t ai l an d c o n s u me r t e c h
e x p e r i e n c e
• Ou r t e ams p r o vi d e wi d e - r an g i n g me d i a c o n t ac t s ,
e x p e r t i s e an d c o n s u l t an c y c o mb i n e d wi t h …
• Ex p e r i e n c e d s t r at e g i c b r an d p l an n i n g an d e x e c u t i o n
• Lo n g t e r m p ar t n e r s h i p s wi t h s o me o f t h e wo r l d ’ s mo s t
f amo u s b r an d s ….
Ou r c l i e n t s
Ou r t e am e x p e r i e n c e
Th e Ul t i mat e Pr e s s
Of f i c e
Cas e St u d y: Amaz o n
Over vi ew
• Fe ve r h as h an d l e d PR f o r Amaz o n . c o . u k
s i n c e 2008. Ou r b r i e f i s t o r ai s e
awar e n e s s o f t h e b r an d an d h u ge var i e t y o f
s t o r e s & p r o d u c t s o n t h e s i t e t o a yo u n ge r
C1 /C2 au d i e n c e
• Th i s me an s a f o c u s o n t ab l o i d , mi d - mar k e t
an d mas s - mar k e t me d i a, wi t h t h e e x c e p t i o n
o f t e c h n o l o gy p r o d u c t s ( e . g . Ki n d l e ) wh e r e
we al s o h i t t h e b r o ad s h e e t s an d c o n s u me r
t e c h p r e s s
•We al s o h an d l e d t h e l au n c h an d o n go i n g PR
f o r n e w ve n t u r e Javar i . c o . u k wh i c h t o o k
t h e b r an d i n t o t h e f as h i o n ar e n a f o r t h e
f i r s t t i me
News Gener at i on
• Fe ve r r u n s a p r o ac t i ve n e ws - ge n e r at i o n
p r o gr amme t o d r i ve c o ve r age o f Amaz o n . c o . u k
an d i t s p r o d u c t s i n n at i o n al & c o n s u me r
me d i a, wi t h a t ab l o i d f o c u s .
• Re c e n t h i gh l i gh t s h ave i n c l u d e d t h e n e ws
t h at : -
• Cl i f f Ri chard ’ s 201 1 cal e nd ar h as o u t s o l d
an y o t h e r mal e c e l e b r i t y i n c l u d i n g Davi d
Be c k h am an d Pe t e r An d r e , i n t h e ye ar h e
c e l e b r at e d h i s 70t h b i r t h d ay
• The Me e rkat autob i ography ac h i e ve d h i gh e r
p r e - o r d e r s al e s t h an t h o s e o f To n y Bl ai r ,
Kat i e Pr i c e an d Lo r d Su gar
• Take That ’ s ‘ Progre s s ’ al b um o ve r t o o k Su s an
Bo yl e ’ s f i r s t e ve r al b u m ‘ I d r e ame d a d r e am’
t o b e c o me t h e mo s t p r e - o r d e r e d al b u m o f al l
t i me
Pr oduc t Pr es s Of f i c e • Ut i l i s e a r an ge o f me d i a t ac t i c s t o gai n c u t t h r o u gh o n
me d i a p age s i n c l u d i n g :
•Monthl y Hot Pi cks - s e l e c t a mo n t h l y h e r o p r o d u c t wh i c h
wi l l ge n e r at e t h e mo s t c u t t h r o u gh - r e c e n t l y t h e
wo r l d ’ s f i r s t 3D l ap t o p b y Ac e r
• Ce l e b r i ty ‘ Ge t the Looks ’ – i d e n t i f y p r o d u c t s b e i n g
wo r n b y c e l e b r i t i e s an d s wi f t l y mat c h t h e m t o Amaz o n &
Javar i e q u i val e n t s e . g . Ch e r yl Co l e n e c k l ac e
• Look Books - c r e at e b i - an n u al t r e n d - i n s p i r e d ‘ Lo o k
Bo o k s ’ al i gn i n g h e r o p r o d u c t s t o t h e mo s t i n f l u e n t i al
l o o k s e me r g i n g f r o m t h e c at wal k
• Tr i e d and Te s te d - we i d e n t i f y, s e c u r e an d man age
s u c c e s s f u l p r o d u c t r e vi e ws ac r o s s man y p r o d u c t s
•Med i a Tours & Mai l e rs – Cr e at i o n o f r e gu l ar s t an d - o u t
me d i a mai l e r s t o ac c o mp an y p r o d u c t d r o p s t o k e y p r e s s
Chr i s t mas Pr oduc t Pl ac ement
•We r u n a ve r y p r o ac t i ve Ch r i s t mas p r o d u c t s e l l - i n wh i c h
s e e s t h e Fe ve r t e am o n t h e p h o n e e ve r y d ay f r o m Ju l y. I n
201 0 we d e l i ve r e d 478 p i e c e s o f Ch r i s t mas g i f t c o ve r age
i n t ar ge t e d p u b l i c at i o n s .
Medi a Event s pr ogr amme
• Ch r i s t mas i n Ju l y’ i s n o w a r e gu l ar me d i a e ve n t f o r
Amaz o n f o l l o wi n g o u r i n t r o d u c t i o n o f i t i n 2008. Ou r
ai m wi t h t h e e ve n t i s t o d r i ve g i f t gu i d e c o ve r age an d
e d u c at e me d i a ab o u t b r e ad t h o f p r o d u c t . Th i s ye ar ’ s
e ve n t was a D i c k e n s i an t h e me d mar k e t at t h e Ol d Dai r y
wi t h 200 q u al i t y me d i a i n at t e n d an c e .
•We al s o r u n s e as o n al f as h i o n e ve n t s f o r s t yl e me d i a at
h i p l o c at i o n s , t h e mo s t r e c e n t b e i n g at ‘ Th e Ho u s e o f
St Bar n ab as ’ wh e r e we s h o wc as e p r o d u c t s we b e l i e ve t ap
i n t o k e y s t yl e t r e n d s .
Ki ndl e
• Fe ve r l au nc h e d Amaz o n . c o . u k ’ s n e w e - r e ad e r d e vi c e t h i s ye ar t o 1 2 k e y n at i o nal
an d b r o ad c as t t e c h n o l o gy an d c o n s u me r af f ai r s c o r r e s p o n d e n t s .
• Ou r o n - go i n g s t r at e gy i s t o b u i l d f ami l i ar i t y o f t h e p r o d u c t wi t h l i f e s t yl e
me d i a t o e n s u r e i t i s p e r c e i ve d as a l i f e s t yl e vs t e c h n o l o gy p r o d u c t . Ac t i vi t y
i n c l u d e s me d i a f ami l i ar i s at i o n t o u r s an d a VI P l o an p r o gr amme .
Maki ng Amaz on s oc i al
• Lau n c h e d an d man age d Amaz o n . c o . u k ’ s
Fac e b o o k p age an d Twi t t e r f e e d i n Q4
201 0
• Page s k i c k e d o f f wi t h ‘ Bl ac k Fr i d ay’
ad ve n t c al e n d ar vi r al p r o mo t i o n
• FB p age n o w h as o ve r 40, 000 f an s ,
Twi t t e r o ve r 1 6, 000 f o l l o we r s
Res ul t s
• I n 201 0 we d e l i ve r e d a 30% upl i f t i n audi enc e r eac h an d a 20% upl i f t i n medi a val ue f r o m 2009
• Co ve r age f o r Chr i s t mas 2010 br oke al l r ec or ds - we e k e n d i n g 28t h No ve mb e r
d e l i ve r e d b e s t c o ve r age s i n c e t h e b r an d
l au n c h e d 1 2 ye ar s ago
• Re ac h f o r De c e mb e r 201 0 c u t t i n gs was
596 mi l l i on wi t h an AVE of £19 mi l l i on ( a 35% u p l i f t vs De c 09)
Co mp l e t e Br an d Man age me n t
Cas e St u d y: To s h i b a
Ou r wo r k wi t h To s h i b a
ever del i ver s :•
o n s u me r an d t r ad e PR c amp ai gn s s p an n i n g
c o mp u t e r s ys t e ms an d c o n s u me r p r o d u c t s
•r i s i s an d i s s u e s man age me n t
•ve n t s u p p o r t
•o c i al me d i a o u t r e ac h p r o gr amme
•TL amp l i f i c at i o n
•ar k e t i n g an d s al e s s u p p o r t
•ar ge t e d l i f e s t yl e f o c u s e d c amp ai gn s
•n d e r p i n n e d b y a h ar d - wo r k i n g p r o ac t i ve p r e s s
o f f i c e an d e x t e n s i ve r e vi e ws p r o gr amme
•2 ye ar r e l at i o n s h i p go i n g s t r o n g….
A mo n t h i n t h e l i f e
o f t h e To s h i b a p r e s s
o f f i c e • 31 2 p i e c e s o f c o ve r age ac r o s s al l p r o d u c t
r an ge s
• …76 r e vi e ws
• …8 awar d s
• An d a 25 t h an n i ve r s ar y e ve n t at t r ac t i n g 30
k e y j o u r n al i s t s
Tak i n g To s h i b a i n t o
l i f e s t yl e me d i a
• Fe ve r d e ve l o p e d t ai l o r e d
l i f e s t yl e al e r t s h i gh l i gh t i n g
k e y p r o d u c t f e at u r e s t o t i e i n
wi t h s e as o n al me d i a h o o k s
• De l i ve r e d c o ve r age ac r o s s ‘ h ar d
t o r e ac h ’ n at i o n al f e at u r e
s u p p l e me n t s , l i f e s t yl e an d
f as h i o n t i t l e s e . g . Mo n o c l e ,
h an d b ag. c o m, S Magaz i n e
Lau n c h i n g TG01
• Lau n c h e d TG01 ( To s h i b a’ s f i r s t c o n s u me r
mo b i l e h an d s e t ) wi t h a l i f e s t yl e me d i a e ve n t
at Par amo u n t me mb e r s c l u b
• Th e e ve n t was d e s i gn e d t o :
o Pr o vi d e a b r an d e x p e r i e n c e f o r l i f e s t yl e
me d i a t h at p o s i t i o n e d To s h i b a Mo b i l e as a
c r e d i b l e b r an d an d TG01 as a ‘ mu s t h ave ’
d e vi c e
o Pr o vi d e t ai l o r - mad e c o n t e n t f o r t h e
gad ge t p r e s s t o d e l i ve r s t an d o u t
c o ve r age
• Co mmi s s i o n e d l e ad i n g VDJ DJ Yo d a t o mi x an
e x c l u s i ve s e t o n t h e TG01 – s h o wc as i n g h u ge
s c r e e n as d i f f e r e n t i at o r
• Ove r 30 me d i a at t e n d e d f r o m a s p e c t r u m o f
c o n s u me r t e c h , gad ge t , n at i o n al an d l i f e s t yl e
t i t l e s
Tak i n g t e c h n o l o gy i n t o t h e
l i f e s t yl e me d i a
Cas e St u d y: Can o n
L i f e s t yl e al e r t s
Obj ec t i ves • De l i ve r p r o d u c t l e d c o ve r age b e yo n d t h e
t e c h n o l o gy p age s
• Po s i t i o n Can o n c ame r as as ‘ mu s t - h ave ’
s t yl e ac c e s s o r i e s
Campai gn Over vi ew • De s i gn e d a s e r i e s o f s t yl e - l e d me d i a
al e r t s t ai l o r e d f o r l i f e s t yl e me d i a
• Ti e d i n wi t h s e as o n al h o o k s s u c h as
Lo n d o n Fas h i o n We e k an d Ch r i s t mas
Res ul t s• St an d - o u t c o ve r age ac r o s s gl o s s y
l i f e s t yl e an d f as h i o n t i t l e s i n c l u d i n g
Har p e r s Baz aar , Ne w St yl e an d Th e Ti me s
“ Wh at an i n ve n t i ve p r e s s
k i t an d l o ve l y s u r p r i s e
f o r a Mo n d ay mo r n i n g . Th e
b i s c u i t s h ave go n e d o wn
r e al l y we l l i n t h e o f f i c e
an d we l o ve t h e n e w
r an ge . ”
De e p e r f e at u r e s
Obj ec t i ves • De l i ve r f e at u r e - l e d l i f e s t yl e c o ve r age
ar o u n d t h e n e w DSLR r an ge
Campai gn Over vi ew• De ve l o p e d me d i a e ve n t s t o b r i n g t o l i f e
t h e c ame r a’ s mai n f e at u r e s an d d e l i ve r i n
d e p t h Can o n me s s ag i n g
• De s i gn e d a b e s p o k e t o u r o f ‘ Hi d d e n
Lo n d o n ’ f o r t h e i n d e p e n d e n t f e at u r e s
e d i t o r ; u s i n g t h e EOS 500D
Res ul t s• A DPS f e at u r e i n t h e L i f e s t yl e s e c t i o n o f
Th e I n d e p e n d e n t
Bi g b an g p r o d u c t l au n c h
Cas e St u d y: Fr i e n d s 1 5 t h
An n i ve r s ar y Bo x - s e t
• Br i e f e d t o l au n c h t h e ‘ Fr i e n d s ’ 1 5 t h
An n i ve r s ar y DVD Bo x - s e t ’ , d r i ve s al e s
i n Q4 an d ac h i e ve No . 1 DVD Bo x - s e t
p o s i t i o n at Xmas
• Camp ai gn n e e d e d t o r e c o n n e c t wi t h
Fr i e n d s f an s an d p u t s h o w b ac k o n
p u b l i c r ad ar
• Su c c e s s f u l l y man age d t o mak e t h e p u b l i c
f al l b ac k i n l o ve wi t h Fr i e n d s vi a t h e
Ce n t r al Pe r k p o p - u p g i vi n g c o n s u me r s a
c h an c e t o r e mi n i s c e an d r e - e n gage wi t h
t h e s h o w
Ce n t r al Pe r k Po p - Up
Xmas Nu mb e r On e Hi t
• 1 3, 209 p e o p l e vi s i t e d t h e c af t h r o u gh o u t ét h e t wo we e k p e r i o d , r e s u l t i n g i n t h r e e
h o u r r o u n d - t h e - c l o c k q u e u e s
• Ge n e r at e d o ve r 1 00 p i e c e s o f c o ve r age i n
f o u r we e k s r e s u l t i n g i n a t o t al au d i e n c e
r e ac h o f o ve r 380 mi l l i o n
• Th i s d e l i ve r e d a me d i a val u e o f o ve r 5 £mi l l i o n an d a ROI o f 31 : 1
• Bu t mo s t i mp o r t an t l y, Th e ‘ Fr i e n d s ’ 1 5 t h
An n i ve r s ar y DVD Bo x - s e t ’ b e c ame t h e n o . 1
s e l l i n g Xmas Bo x - s e t
Cas e s t u d y…
Th e Ot h e r S i d e Of . . .
• Mu l t i awar d - wi n n i n g p an - EMEA b r an d
p o s i t i o n i n g c amp ai gn f o r Can o n
Eu r o p e
• I n t e gr at e d , t h r o u gh - t h e - l i n e
e x e c u t i o n t o b u i l d o n Can o n ’ s
b r an d p r o mi s e an d r e ac h o u t t o
yo u n ge r an d s t yl e - j u n k i e au d i e n c e s
• De ve l o p e d t o s u p p o r t Can o n ’ s CSR
p r o gr amme an d e mb o d y t h e ‘ Yo u Can ’
s p i r i t
Cas e St u d y…
• ‘ The Othe r Si d e ’ : a t h r e e -
ye ar c h ar i t y- b as e d , VI P-
d r i ve n mu l t i me d i a b r an d
c amp ai gn
• Co mp r i s i n g :
•Pan - Eu r o me d i a l au n c h e ve n t s
•Ce l e b r i t y au c t i o n s ac r o s s
Eu r o p e
•Ro l l i n g mu l t i - c i t y
e x h i b i t i o n s
•Pu b l i c at i o n o f gl o s s y c o f f e e -
t ab l e b o o k s an d magaz i n e
•We b - b as e d d i g i t al ar t
e x h i b i t i o n s
•St u n n i n g c o f f e e - t ab l e
b o o k
•Ex h i b i t i o n s i n Lo n d o n ,
Par i s , Mi l an , St o c k h o l m,
Be r l i n
•St at e - o f - t h e ar t o n l i n e
p h o t o gal l e r y
•Ex t e n s i ve , p i c t u r e - l e d
n e ws an d f e at u r e c o ve r age
ac r o s s t h e gl o b e –
b r o ad c as t , p r i n t an d
o n l i n e
•600+ me d i a h i t s p l u s 1 60
p i e c e s o f b r o ad c as t
•1 00+ Eu r o p e - b as e d f o o t b al l e r s
•1 00+ Eu r o p e an me d i a at l au n c h
p r e s s e ve n t
•VNR f e at u r i n g c o n t r i b u t i o n s
f r o m 1 0 s t ar p l aye r s
•Maj o r Lo n d o n Eye e x h i b i t i o n &
e ve n t s i n 8 f u r t h e r Eu r o p e an
l o c at i o n s
•Pr o d u c t i o n o f gl o s s y
c o l l e c t o r ’ s b o o k an d we b
gal l e r y
•500+ me d i a h i t s ac r o s s
Eu r o p e , 1 00 i n t h e UK al o n e
•1 00+ f as h i o n i c o n s ,
l e ve r ag i n g Fas h i o n We e k
s p o n s o r s h i p
•1 50+ Eu r o p e an me d i a at l au n c h
p r e s s e ve n t
•1 0 l au n c h e ve n t s &
e x h i b i t i o n s ac r o s s maj o r Eu r o
c i t i e s
•Gl o s s y magaz i n e , 60, 000
d i s t r i b u t e d t o b o o k s t o r e s /
n e ws age n t s ac r o s s t h e
c o n t i n e n t
•I n t e r ac t i ve we b gal l e r y an d
o n l i n e c o mp e t i t i o n s
•400+ me d i a h i t s ac r o s s Eu r o p e
I nt egr at ed c ommuni c at i ons•Hi gh l e ve l s o f e x p e r i e n c e d e l i ve r i n g
i n t e gr at e d c amp ai gn s s t ar t i n g wi t h o u r
t e ams wo r k at Bac ar d i an d D i age o
•De l i ve r mu l t i - mar k e t & mu l t i - d i s ap l i n e
c amp ai gn s f o r Ame x , Can o n , HTC, Me r c e d e s ,
To s h i b a an d man y mo r e …
•Re c e n t c amp ai gn s i n c l u d e :
- Cr e at i o n an d l au n c h o f t h e Qu e e n o f
Bi n go f o r Jac k p o t j o y. c o m wi t h ( b e t a)
ad
age n c y an d Max u s me d i a
- Cr e at i o n an d l au n c h o f t h e Me r c e d e s
Car Bo u t i q u e wi t h We ap o n 7 an d Max u s
Our appr oac h t o i nt egr at ed c omms :
- Re s p e c t an d s u p p o r t t h at a go o d i d e a
c an c o me f r o m an ywh e r e
- Br i n g q u al i t y c o n s u l t an c y t o t h e t ab l e
f o r t h e b e n e f i t o f al l
- Un d e r s t an d an d s u p p o r t e ac h o t h e r s
d i s c i p l i n e n e e d s
- Bu i l d r e l at i o n s h i p s o u t s i d e o f ‘ c r o s s
age n c y’ me e t i n gs
Q&A