Fingers in every pie
In conjunction with Hitachi, Barclays has developed an exciting innovation in biometric authentication for its corporate banking customers. The bank wanted the news to spread far and wide – from mainstream business to consumer media to trade, technical and vertical sector outlets.
There was never a question of the news being covered to some extent but what makes the difference in this sort of launch is how well it’s designed and managed – the potential for things going wrong is enormous. Babel made sure all the assets (text, imagery and video) were produced, agreed and available, we coached the spokespeople, made sure the embargoed press conference was well attended by the top tier targets and liaised closely with Hitachi. A series of one to one media briefings were arranged prior to the announcement and we pushed hard to ensure every target had what they needed before the embargo was lifted. Once the news was live, we already knew what to expect.
Working closely with Barclays, we were able to secure blanket national coverage not to mention a wide range of television and radio spots as well as numerous international outlets and trade, technical and vertical titles. In total, over 200 individual pieces of print, online and broadcast coverage have been generated so far; a resounding success in anyone’s book.