1. Categorie:
Integrated marketing communications
Title of campaign:
The Logitech New Product Communications Campaign in the Baltic States, 2007
short common description of the campaign::
Logitech is a manufacturer of computer peripherals, and the Public Relations
Agency PR Stils organised a new product communications campaign for the
company in all three Baltic States. The aim was to inform the people of the Baltic
States about the company's new products in 2007, using the mass media as the
main channel for this information.
The first Logitech new product campaign took place in the Baltic States in the
autumn of 2004, and during that campaign, the best indicators among the three
countries were achieved in Latvia - more than 60 media publications, or two times
more than in Lithuania and Estonia. That is why this time the agency was selected
as the lead agency with Corpore in Tallinn, Estonia and Komunikacija ir
konsultantai in Vilnius, Lithuania, as the partner agencies.
research work done during the campaign:

2. The Baltic campaign is a part of a broader European campaign, and in accordance
with the requirements of that campaign and with the budget that was approved in
advance of the launch of the campaign, the agency did the following kinds of
research:
1) The Logitech target audience - the media usage habits of young, active and
innovative people, thus defining a database of communications channels that were
perfectly precise for the demographic parameters of the target audience;
2) The media market in the Baltic States, also establishing contacts with leading
journalists in the field of reporting on new technologies;
3) The way in which innovative products are presented in the target media.
strategy:
The aim of the campaign - publicity for Logitech products in the media with the
goal of promoting the sale of Logitech products in the Baltic States. During the
campaign, the main communications channel in all three Baltic States was made
up of the target media outlets which were identified during the research process -
those which were identified as important information channels for the target
audience.
The strategy of the campaign was to engage in active media relations.
The following things were done as part of the communication process:
1) Press releases about new products throughout the year - 24 in all;
2) Demonstration of new products for journalists in the capital cities of the Baltic

3. States in September 2007 - a special media event;
3) A special chance for journalists to sample new products during the course of
the year;
4) Competitions for readers/viewers in collaboration with the publications
Cosmopolitan, Digital Times and Spē u Pasaule as well as www.zparks.lv Internet
portal and Nākotnes Parks television show and ComputerBild Lietuva and PC
Klubas in Lithuania;
The campaign strategy involved three phases:
1) Initially the media were informed about many of the products via press releases
so as to encourage their interest in attending the new product demonstrations that
were organised in September.
2) During the demonstration of new products, journalists were offered a chance to
test those products which were of particular interest to them. All told, more than
30 media outlets in the Baltic States took advantage of this, and there were almost
150 product tests completed.
3) During the concluding phase of the campaign, competitions were organised in
all three Baltic States with the help of the relevant media outlets. Readers had an
opportunity to win prizes from Logitech.
Results of the campaign and evaluation::

4. A pilot study was conducted among journalists to find out what they know about
Logitech products,what associations they draw with those products.
645 publications in Baltics, along with stories on TV and the radio. Media
monitoring,analysing publications via quant and qual indicators, including the
content of clippings.The main messages were in line with the goal - Logitech is a
company focused on innovation, manufactures high-quality wireless peripherals
for work and entertainment. The percentage of positive publications ranged from
80 to 87%, depending on the country and the range of products that were available
for testing during the relevant month. The remaining publications were neutral.
These indicators allow us to claim that the campaign led to a stronger image for
Logitech products as innovative products for work and entertainment.
Another result was excellent cooperation with journalists-they demonstrated the
initiative in expressing interest in new products, interviewed Logitech
representatives about innovations in technologies, understanding that these
representatives were experts in the sector.
The main achievement in the campaign is that the presentation of this subject was
no longer a matter just for narrowly specialised technological publications. The
subject broke out and became a part of the lifestyle press, with new subjects being
initiated. Almost 24% of the publications were in lifestyle media.