Launching Dunkable at Mobile World Congress
Protection from water damage is the third most in-demand feature from consumers when it comes to smartphones. P2i is the global leader in nanocoating technology and with the launch of its latest technology Dunkable, was bringing an industry-first – waterproofing coating which allows phones to be fully submerged without any damage to the device.
P2i unveiled Dunkable at Mobile World Congress 2019 – a key event in the mobile & technology industry calendar and a hugely busy show for media. CubanEight developed a comprehensive strategy launching one week ahead of Mobile World Congress for maximum impact, and then using the show to undertake a final round of at the show interviews and build awareness with mainstream media for future announcements.
Ahead of the show CubanEight focused on OEM press / analysts to reach smartphone engineers, writing and placing an in-depth article with key publication Electronic Design. This was supported with an exclusive with Pocket Lint for consumer pull.
Six pre-show launch briefings were secured, and 32 briefings were secured at the show including five analyst interviews, five interviews & demos with major national papers / news agencies and seven broadcast interviews, including a live interview for P2i’s CEO Ady Moores on the second day of the show on Mobile World Live TV.
108 media opportunities were secured, 450% of target, and the activity was proven to drive a 50% increase in traffic to the P2i website. There was a 62% increase in non-bouncing sessions to the P2i website, and 133% increase in traffic on launch day, with 25 pieces of coverage containing inbound links to the site. P2i saw its largest spike in traffic to the website following the campaign and the third ever largest spike in searches.