Rapid Mobile case study
A technology start-up that is pioneering a new area of wireless commerce
Edinburgh-based Rapid Mobile developed technology to deliver and monetise interactive content onto mobile phones. Uniquely, the system adapts on the fly to the thousands of different types of mobile handsets in millions of consumers hands.
The public relations challenge
There are many potential benefits for businesses and consumers from Rapid Mobile's technology. But in 2004 the company was practically unknown to its potential business customers. Moreover, “Why would I want that on my mobile?” was a typical reaction from journalists and consumers.
The Creative Industry PR solution
Before developing a PR strategy, Creative Industry worked at Rapid Mobile’s Edinburgh HQ. We interviewed key executives, operations and technical people. We role-played journalist, potential business customer and consumer—as critical friend as well as customer or consumer with a problem to solve. This experience helped us and the client to understand what could and should be achieved through PR.
Away from the client’s offices, we tested Rapid Mobile’s offering with our contacts among seasoned industry analysts, many of whom are ex-business and trade journalists.
Initially we worked with Rapid Mobile on marketing message development including positive rebuttal for the sceptics amongst the client’s various publics.
The PR campaign began with the successful targeting of key influencers in the advertising and publishing trade press. Then we turned our attention to Rapid Mobile’s priority customers: advertising agencies and their clients, as well as the largest publishers and owners of online content with mobile potential.
We developed and delivered a news timetable starting with a press launch and ongoing product, customer and people announcements. We wrote and placed multi-purpose case studies—useful as marketing collateral as well as a media tool. We secured extensive on and offline press coverage as well as many valuable expert quotes in related stories and features. We placed a series of opinion pieces in target media and secured and contributed to many industry event speaking opportunities. We devised and delivered a successful customer education seminar series in the heartland of one of Rapid Mobile's core constituencies in London's Covent Garden.
