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Taking
It To The MAX – The Launch Of The MAX BOX
for Felix Corporation
Gold award winner - CIPR Pride Awards 2006 - Category:
Trade & Technical |
Objectives
- Launch a hybrid interactive, touch screen kiosk/ATM
machine (The MAX BOX) aimed at a range of diverse
sectors
- Targets: vending and slot machine industry, the
licensed trade, the convenience sector (retail, forecourts
etc.) and cinema.
- Build profile of Felix through industry awards,
trade shows and position CEO as a major innovator.
- Key objective: Within 6 months from launch,
media coverage to be used to help influence national
operators to embrace the concept and deploy MAX BOX
kiosks by end of 2006.
Highlights
- MAX BOX was a complex product - a cashpoint and
other functions including digital photo-printing,
digital jukebox, mobile top-up & downloads and
free wi-fi broadband.
- MAX BOX PR had to be tailored to influence specific
markets.
- The vending and machine industry is very traditional,
and SKV had to persuade this sector of the product’s
validity.
Implementation
- Stand-space at key industry trade shows enabled
SKV to ‘launch’ the kiosk into different
sectors.
- ATEI, the international slot machine & vending
expo at Earl’s Court, was the stage for extensive
coverage around the ‘unveiling’.
- Highly targeted and tailored press stories to target
sector press, highlighting the USPs and benefits for
each market.
Creative
Input
- SKV developed a suite of phrases and language to
communicate MAX BOX proposition including “virtual
vending” and “digital retail”.
- SKV ‘hobby horsed’ on topical issues
including financial impact of the smoking ban on the
licensed trade, and consumer resentment at surcharges
for ATM use
Results
Vending & Slot Machine Trade
Coinslot, InterGame, AB:UK and 3G all covered the launch
of MAX BOX ‘My Diary’ column in Coinslot
and a two page ‘behind scenes’ feature on
Felix in InterGame. Also, Auto-Vending and Vending International
covered the launch.
Auto-Vending has short-listed The MAX BOX for its ‘most
innovative product’ bi-annual industry awards
- ‘the Oscars of the vending industry’.
Licensed Trade
The Publican and Morning Advertiser featured MAX BOX.
Also coverage in; Free House Owner and Caterer &
Licensee, National Bartender and Catering & Licensing
News.
MAX BOX was page lead feature in a special Publican
technology report and appeared in Hotelier magazine’s
‘perfect bar’ equipment feature.
Additional Sector Press
Independent Retail News, Forecourt Magazine & Cinema
Business, Retail Technology, InStore and other specialist
retail titles.
Other Results
MAX BOX won ‘most innovative product’ 2006
award in EN Entrepreneur magazine.
MAX BOX concept featured on Springwise.Com (influential
marketing, ‘trendspotting’ & innovation
portal) and ATMmarketplace.com (international ATM news
portal).
Felix’s Sale Sharks sponsorship story appeared
in Daily Telegraph’s City Diary and in a number
of local North West titles.
In June 2006 Felix announced major commercial partnership
with Kwik Save, the national convenience retailer.
Kwik Save plan to rollout nearly 100 MAX BOX kiosks
across the UK by December 2006.
Value Of Campaign:
AVE: £244,903; Opportunities To See: 4,434,780
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