Upstream manoeuvres 02's Asian invasion

When O2 Asia Pacific & Middle East launched the Xda Atom Life earlier this year, the team at Upstream Asia, in partnership with Creatus Events, executed a series of high impact launch events to market the consumer device across 14 markets in 11 countries, with a sustained PR programme targeting trade partners and media.

The Brief

The brief saw the agency conceptualise a launch party with sustained PR activities to reaffirm the device's brand position as premium while showcasing the Xda Atom Life's benefits to the customers. O2's brand values were carried in the brand tagline of ‘See What You Can Do' bearing closely the product's strap-line, ‘Centre of your World'. Its goal was to show people how the device could empower them with the freedom to dictate their mobile consumption and change their perceptions on a mobile device.

First to launch on 8 February was Singapore and the Hacienda Bar was selected as it met the key criteria of being open and spacious, allowing guests to roam and interact. In other countries, the event was held at Habitu Ristorante the Garden in Hong Kong and finally the Ritz Carlton at the United Arab Emirates.

What

A scent bar was set up allowing guests to indulge in fusing scents and creating perfumes reflecting their own preferences. Drinks were customised for guests after they did personality quizzes and an open music console allowed musically inclined guests to create sound samples. The photo booth allowed fashion mavens to crystallise their style, giving people a chance to pose for pictures.

Results

Overall media attendance increased as compared to the Xda Atom launch the year before. Immediate guest feedback was positive especially on the customisation aspect and refreshing execution. Media guests were 40%, 28%, 13%, 13% and 6% from IT/consumer technology, lifestyle, general, business finance and broadcast/online fields respectively.

One of the aims was to target a good mix of PMEB's and to increase the focus on design and lifestyle appeal of the handsets, hence the client wanted to increase the ratio of lifestyle media attendance at the events. Previously it was a 75:25 mix of IT versus lifestyle media and this year it achieved 58% to 42%, close to the 60:40 ratio targeted.

The regional coordination team ensured the event concept was universal, allowing for adaptation to different markets and making sure all markets were in sync. Cultural sensitivities such as certain markets prohibiting alcohol had to be observed.

The PR efforts yielded extensive media coverage, returning over 5.7 times in ad value worth. The ROI continues to grow even six months after the launch campaign.