NEXTEL MOTOROKR LAUNCHING by ACHE PRODUCCIONES for Nextel

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NEXTEL MOTOROKR LAUNCHING

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Industry Mobile phones, devices & accessories, Business equipment & services, Corporate Image
Media Promo & PR
Market Mexico
Agency ACHE PRODUCCIONES
Released September 2009

Credits & Description

Category: Corporate Image & Information
Advertiser: NEXTEL
Product/Service: MOBILE PHONE
Agency: ACHE PRODUCCIONES
Date of First Appearance: Sep 23 2009 12:00AM
Entrant Company: ACHE PRODUCCIONES, Anzures, MEXICO
Account Manager: Carlos Verastegui (Ache Entretenimiento)
General Manager: Omar Tovar (Nextel)
Account Executive: Sandra Moreno (Ache Entretenimiento)
Media placement: presentation Card - ... - 23/09/2009
Media placement: audiovisual Presentation - ... - 23/09/2009
Media placement: ... - ... - ...

Describe the objective of the promotion.
In Mexico all new products are introduced in events where the brand executives are present, right in front of a press wall and facing the press. The reporters and journalists are mere spectators of the product, which itself has an enormous privilege over all others involved. How can Nextel Rokr change the conventional model of project-launching events?

Describe how the promotion developed from concept to implementation
We changed the 'press goes toward the product' model by awarding the main role to the press itself, making the product show its personality in front of the press, making journalists experience an original launching event involving every single one of the product´s features and reflecting its spirit.

Describe the success of the promotion with both client and consumer including some quantifiable results
• 100 media guests from music, fashion, technology and marketing magazines, as well as general interest newspapers. • 100 Rokrstars for one night. • We changed the typical model of a product-launching event. • Millions of pesos saved because of free media.

Explain why the method of promotion was most relevant to the product or service
We changed the 'press goes toward the product' model by awarding the main role to the press itself. We sent an ad-hoc press kit and we produced a launch event as if it were a rock concert, in which the journalists were the rockstars, they enjoyed a variety of authentic and exclusive activities linked to the music scene.