Community CallBLOCKER

Background

With his family having been victims of nuisance phone calls, Hugo Sykes founded Community CallBLOCKER. The Community CallBLOCKER device is designed to help people take back control of their telephones, adopting a network based approach that allows community members to block nuisance calls for each other.

Brief to CubanEight

Brief

The brief to CubanEight was to establish the CallBLOCKING Community in the UK by building consumer awareness, through product placement and reviews across target media print, online and broadcast.

The key objective was to present the Community CallBLOCKER as a simple, easy to use and cost effective device to stop nuisance calls and prevent fraud within the community, with an engaging programme of national and regional PR activity.

Strategy

The PR campaign kicked off with a national launch. A YouGov report into the issue of nuisance calls, commissioned by CubanEight and Community CallBLOCKER, was carried out to reveal the dramatic scale of the UK’s nuisance call epidemic – with research revealing that 81% of Britons are plagued by nuisance calls.

Outcomes

CubanEight utilised the reports key findings to secure various broadcast segments to position Community CallBLOCKER’s inventor, Hugo Sykes, as a leading entrepreneur in this field to discuss these findings further. TV and broadcast interviews were secured on BBC Radio 4 (Today Programme), BBC Radio Oxford and BBC South Today. Further to this, both BBC Rip off Britain and Channel 5 contacted Hugo for further filming opportunities. Hugo was filmed by Channel5 for a feature in its ‘Scam Series’. As a result of Hugo’s radio appearances, the Community CallBLOCKER’s website sold out on all of its available products, leaving a high demand of pre-orders. Alongside this activity, CubanEight also secured multiple pieces of coverage in target grey media such as High 50, 50 Connect and Sixty Plus Surfers.

In support of broadcast coverage, CubanEight managed Community CallBLOCKER’s social media channels, increasing its Twitter engagement by 60% throughout this period.

CubanEight also utilised the YouGov data to strategically plan and roll out a second-wave of PR activity. By breaking down the data, CubanEight highlighted which capitals across the UK are most prone to nuisance callers. From the regional outreach, CubanEight secured twenty one pieces of coverage across print, online and broadcast – reaching a UK audience of 2.8 million. As a result, CubanEight saw Community CallBLOCKER web traffic increase by 240%.