Tom Tom - Be The Voice of Australia
In response to the challenge laid out by TomTom, H&K developed a comprehensive media relations plan, which was implemented in three phases - entry phase, finalist voting phase and winner announcement phase, to maximise media coverage of the 'Be the Voice of Australia' competition.
H&K developed media materials and executed targeted media sell-ins to guarantee 'big ticket' coverage of the 'Be the Voice of Australia' search, with pieces appearing in major metropolitan newspapers, regional print coverage, technology news websites, major news websites, street press and on national breakfast television as well as both major metropolitan and regional radio.
Outside of media relations activity,
H&K also monitored the entries uploaded to www.bethevoice.com.au, handled all liaison with finalists and the eventual winner, managed the content of all Be the Voice of Australia social media channels as well as providing ongoing counsel to TomTom regarding campaign issues.
H&K generated 119 pieces of coverage for 'Be the Voice of Australia', reaching an audience of more than 7.4 million people. Included was four pieces of breakfast TV coverage on Sunrise, a five and a half minute segment on TodayTonight Adelaide, 50 pieces of radio coverage, print media coverage in 17 different publications and 39 online articles including on SMH Online, Brisbane Times, The Age, News.com.au, Daily Telegraph Online and Car Sales.
Throughout the month that www.bethevoice.com.au was active; the site attracted more than
95,000 unique visitors and over 350,000 votes. Brand analytics from October 2010 showed that during the Be the Voice of Australia campaign, consumer preference towards TomTom had increased by 6%, spontaneous awareness had risen 8% while aided awareness had increased by 3%. Additionally consumer perception of TomTom as being 'one step ahead' of other GPS offerings rose by 10%.