Launching The Last Messages Club - the digital ‘for when I’m gone

drawer’

THE CHALLENGE

The Last Messages Club is a new service that offers a

digital replacement for the ‘for when I’m gone drawer’.

Being a somewhat taboo subject, the company required a carefully-positioned launch campaign that would:

• Sensitively communicate the benefits of the service

• Drive positive exposure

• Increase membership sign-ups

WHAT WE DIDTo ensure that we avoided any negative feedback, messaging had to be perfectly controlled.

It was essential that the brand was reflected in the right light in order to build consumer trust and understanding.

We drafted a carefully-worded press release utilising positive language; and selected key media that we knew would present the story in the right light.

We also developed case studies to show how real people were using the service.

HOW IT WORKED

We launched the campaign with a front page exclusive in The Sunday Times, this allowed us to leverage the huge interest that ensued and

control the way the story was reproduced.

We placed case studies wherever possible to add human interest and demonstrate the positive benefits of the service.

We also contacted key radio stations across the country

to place interviews with the case studies and founder, Geoff Reiss.

RESULTS

Coverage in print, online and on TV and

radio went through the roof with opportunities to both see and hear, reaching well over 50m.

Regional, national and global media publicity helped to establish The Last Messages Club as a recognisable – and

more importantly – respectable consumer brand worldwide.

Like what you see?Get in touch with us at:Email: info@komodopr.comTwitter: @komodoprTel: +44 207 680 5520