PR annoys your competition
Overview: Hitachi was launching a new range of electron microscopes, and needed to dispel rumours put about by the competition that their products were becoming prohibitively expensive and that they were cutting down the overall number of microscopes they could provide.
Problem: An intense 3-month campaign built around an “Exploding the Myths…” strap line, using an innovative advertising campaign, a direct mail offer and a special newsletter edition.
Solution: The direct mail offer resulted in a 25% take-up rate for the free CD. The CD was highly regarded in university departments and has become a standard teaching tool.
This publicity campaign, linked to a pro-active PR campaign, turned around market perception within 3 months.