Age n c y Cr e d e n t i al s f o r :

Be s t Bu y

Ou r s t r u c t u r e …

Ne l s o n

Bo s t o c k

Gr o u p

Th i n gs wi t h

Wi n gsFEVERCI T

Ab o u t Fe ve r

• To p 20 c o n s u me r PR age n c y

• Ou r ap p r o ac h i s b as e d o n c o n t ag i o u s i d e as – p u t t i n g

o u r c l i e n t s p r o d u c t s an d b r an d s at t h e h e ar t o f

c o n s u me r c o n ve r s at i o n s

• Sp e c i al i s t l i f e s t yl e , r e t ai l an d c o n s u me r t e c h

e x p e r i e n c e

• Ou r t e ams p r o vi d e wi d e - r an g i n g me d i a c o n t ac t s ,

e x p e r t i s e an d c o n s u l t an c y c o mb i n e d wi t h …

• Ex p e r i e n c e d s t r at e g i c b r an d p l an n i n g an d e x e c u t i o n

• Lo n g t e r m p ar t n e r s h i p s wi t h s o me o f t h e wo r l d ’ s mo s t

f amo u s b r an d s ….

Ou r c l i e n t s

Ou r t e am e x p e r i e n c e

Th e Ul t i mat e Pr e s s

Of f i c e

Cas e St u d y: Amaz o n

Over vi ew

• Fe ve r h as h an d l e d PR f o r Amaz o n . c o . u k

s i n c e 2008. Ou r b r i e f i s t o r ai s e

awar e n e s s o f t h e b r an d an d h u ge var i e t y o f

s t o r e s & p r o d u c t s o n t h e s i t e t o a yo u n ge r

C1 /C2 au d i e n c e

• Th i s me an s a f o c u s o n t ab l o i d , mi d - mar k e t

an d mas s - mar k e t me d i a, wi t h t h e e x c e p t i o n

o f t e c h n o l o gy p r o d u c t s ( e . g . Ki n d l e ) wh e r e

we al s o h i t t h e b r o ad s h e e t s an d c o n s u me r

t e c h p r e s s

•We al s o h an d l e d t h e l au n c h an d o n go i n g PR

f o r n e w ve n t u r e Javar i . c o . u k wh i c h t o o k

t h e b r an d i n t o t h e f as h i o n ar e n a f o r t h e

f i r s t t i me

News Gener at i on

• Fe ve r r u n s a p r o ac t i ve n e ws - ge n e r at i o n

p r o gr amme t o d r i ve c o ve r age o f Amaz o n . c o . u k

an d i t s p r o d u c t s i n n at i o n al & c o n s u me r

me d i a, wi t h a t ab l o i d f o c u s .

• Re c e n t h i gh l i gh t s h ave i n c l u d e d t h e n e ws

t h at : -

• Cl i f f Ri chard ’ s 201 1 cal e nd ar h as o u t s o l d

an y o t h e r mal e c e l e b r i t y i n c l u d i n g Davi d

Be c k h am an d Pe t e r An d r e , i n t h e ye ar h e

c e l e b r at e d h i s 70t h b i r t h d ay

• The Me e rkat autob i ography ac h i e ve d h i gh e r

p r e - o r d e r s al e s t h an t h o s e o f To n y Bl ai r ,

Kat i e Pr i c e an d Lo r d Su gar

• Take That ’ s ‘ Progre s s ’ al b um o ve r t o o k Su s an

Bo yl e ’ s f i r s t e ve r al b u m ‘ I d r e ame d a d r e am’

t o b e c o me t h e mo s t p r e - o r d e r e d al b u m o f al l

t i me

Pr oduc t Pr es s Of f i c e • Ut i l i s e a r an ge o f me d i a t ac t i c s t o gai n c u t t h r o u gh o n

me d i a p age s i n c l u d i n g :

•Monthl y Hot Pi cks - s e l e c t a mo n t h l y h e r o p r o d u c t wh i c h

wi l l ge n e r at e t h e mo s t c u t t h r o u gh - r e c e n t l y t h e

wo r l d ’ s f i r s t 3D l ap t o p b y Ac e r

• Ce l e b r i ty ‘ Ge t the Looks ’ – i d e n t i f y p r o d u c t s b e i n g

wo r n b y c e l e b r i t i e s an d s wi f t l y mat c h t h e m t o Amaz o n &

Javar i e q u i val e n t s e . g . Ch e r yl Co l e n e c k l ac e

• Look Books - c r e at e b i - an n u al t r e n d - i n s p i r e d ‘ Lo o k

Bo o k s ’ al i gn i n g h e r o p r o d u c t s t o t h e mo s t i n f l u e n t i al

l o o k s e me r g i n g f r o m t h e c at wal k

• Tr i e d and Te s te d - we i d e n t i f y, s e c u r e an d man age

s u c c e s s f u l p r o d u c t r e vi e ws ac r o s s man y p r o d u c t s

•Med i a Tours & Mai l e rs – Cr e at i o n o f r e gu l ar s t an d - o u t

me d i a mai l e r s t o ac c o mp an y p r o d u c t d r o p s t o k e y p r e s s

Chr i s t mas Pr oduc t Pl ac ement

•We r u n a ve r y p r o ac t i ve Ch r i s t mas p r o d u c t s e l l - i n wh i c h

s e e s t h e Fe ve r t e am o n t h e p h o n e e ve r y d ay f r o m Ju l y. I n

201 0 we d e l i ve r e d 478 p i e c e s o f Ch r i s t mas g i f t c o ve r age

i n t ar ge t e d p u b l i c at i o n s .

Medi a Event s pr ogr amme

• Ch r i s t mas i n Ju l y’ i s n o w a r e gu l ar me d i a e ve n t f o r

Amaz o n f o l l o wi n g o u r i n t r o d u c t i o n o f i t i n 2008. Ou r

ai m wi t h t h e e ve n t i s t o d r i ve g i f t gu i d e c o ve r age an d

e d u c at e me d i a ab o u t b r e ad t h o f p r o d u c t . Th i s ye ar ’ s

e ve n t was a D i c k e n s i an t h e me d mar k e t at t h e Ol d Dai r y

wi t h 200 q u al i t y me d i a i n at t e n d an c e .

•We al s o r u n s e as o n al f as h i o n e ve n t s f o r s t yl e me d i a at

h i p l o c at i o n s , t h e mo s t r e c e n t b e i n g at ‘ Th e Ho u s e o f

St Bar n ab as ’ wh e r e we s h o wc as e p r o d u c t s we b e l i e ve t ap

i n t o k e y s t yl e t r e n d s .

 

Ki ndl e

• Fe ve r l au nc h e d Amaz o n . c o . u k ’ s n e w e - r e ad e r d e vi c e t h i s ye ar t o 1 2 k e y n at i o nal

an d b r o ad c as t t e c h n o l o gy an d c o n s u me r af f ai r s c o r r e s p o n d e n t s .

• Ou r o n - go i n g s t r at e gy i s t o b u i l d f ami l i ar i t y o f t h e p r o d u c t wi t h l i f e s t yl e

me d i a t o e n s u r e i t i s p e r c e i ve d as a l i f e s t yl e vs t e c h n o l o gy p r o d u c t . Ac t i vi t y

i n c l u d e s me d i a f ami l i ar i s at i o n t o u r s an d a VI P l o an p r o gr amme .

 

Maki ng Amaz on s oc i al

• Lau n c h e d an d man age d Amaz o n . c o . u k ’ s

Fac e b o o k p age an d Twi t t e r f e e d i n Q4

201 0

• Page s k i c k e d o f f wi t h ‘ Bl ac k Fr i d ay’

ad ve n t c al e n d ar vi r al p r o mo t i o n

• FB p age n o w h as o ve r 40, 000 f an s ,

Twi t t e r o ve r 1 6, 000 f o l l o we r s

Res ul t s

• I n 201 0 we d e l i ve r e d a 30% upl i f t i n audi enc e r eac h an d a 20% upl i f t i n medi a val ue f r o m 2009

• Co ve r age f o r Chr i s t mas 2010 br oke al l r ec or ds - we e k e n d i n g 28t h No ve mb e r

d e l i ve r e d b e s t c o ve r age s i n c e t h e b r an d

l au n c h e d 1 2 ye ar s ago

• Re ac h f o r De c e mb e r 201 0 c u t t i n gs was

596 mi l l i on wi t h an AVE of £19 mi l l i on ( a 35% u p l i f t vs De c 09)

 

Co mp l e t e Br an d Man age me n t

Cas e St u d y: To s h i b a

Ou r wo r k wi t h To s h i b a

ever del i ver s :•

o n s u me r an d t r ad e PR c amp ai gn s s p an n i n g

c o mp u t e r s ys t e ms an d c o n s u me r p r o d u c t s

•r i s i s an d i s s u e s man age me n t

•ve n t s u p p o r t

•o c i al me d i a o u t r e ac h p r o gr amme

•TL amp l i f i c at i o n

•ar k e t i n g an d s al e s s u p p o r t

•ar ge t e d l i f e s t yl e f o c u s e d c amp ai gn s

•n d e r p i n n e d b y a h ar d - wo r k i n g p r o ac t i ve p r e s s

o f f i c e an d e x t e n s i ve r e vi e ws p r o gr amme

•2 ye ar r e l at i o n s h i p go i n g s t r o n g….

A mo n t h i n t h e l i f e

o f t h e To s h i b a p r e s s

o f f i c e • 31 2 p i e c e s o f c o ve r age ac r o s s al l p r o d u c t

r an ge s

• …76 r e vi e ws

• …8 awar d s

• An d a 25 t h an n i ve r s ar y e ve n t at t r ac t i n g 30

k e y j o u r n al i s t s

Tak i n g To s h i b a i n t o

l i f e s t yl e me d i a

• Fe ve r d e ve l o p e d t ai l o r e d

l i f e s t yl e al e r t s h i gh l i gh t i n g

k e y p r o d u c t f e at u r e s t o t i e i n

wi t h s e as o n al me d i a h o o k s

• De l i ve r e d c o ve r age ac r o s s ‘ h ar d

t o r e ac h ’ n at i o n al f e at u r e

s u p p l e me n t s , l i f e s t yl e an d

f as h i o n t i t l e s e . g . Mo n o c l e ,

h an d b ag. c o m, S Magaz i n e

Lau n c h i n g TG01

• Lau n c h e d TG01 ( To s h i b a’ s f i r s t c o n s u me r

mo b i l e h an d s e t ) wi t h a l i f e s t yl e me d i a e ve n t

at Par amo u n t me mb e r s c l u b

• Th e e ve n t was d e s i gn e d t o :

o Pr o vi d e a b r an d e x p e r i e n c e f o r l i f e s t yl e

me d i a t h at p o s i t i o n e d To s h i b a Mo b i l e as a

c r e d i b l e b r an d an d TG01 as a ‘ mu s t h ave ’

d e vi c e

o Pr o vi d e t ai l o r - mad e c o n t e n t f o r t h e

gad ge t p r e s s t o d e l i ve r s t an d o u t

c o ve r age

• Co mmi s s i o n e d l e ad i n g VDJ DJ Yo d a t o mi x an

e x c l u s i ve s e t o n t h e TG01 – s h o wc as i n g h u ge

s c r e e n as d i f f e r e n t i at o r

• Ove r 30 me d i a at t e n d e d f r o m a s p e c t r u m o f

c o n s u me r t e c h , gad ge t , n at i o n al an d l i f e s t yl e

t i t l e s

Tak i n g t e c h n o l o gy i n t o t h e

l i f e s t yl e me d i a

Cas e St u d y: Can o n

L i f e s t yl e al e r t s

Obj ec t i ves • De l i ve r p r o d u c t l e d c o ve r age b e yo n d t h e

t e c h n o l o gy p age s

• Po s i t i o n Can o n c ame r as as ‘ mu s t - h ave ’

s t yl e ac c e s s o r i e s

Campai gn Over vi ew • De s i gn e d a s e r i e s o f s t yl e - l e d me d i a

al e r t s t ai l o r e d f o r l i f e s t yl e me d i a

• Ti e d i n wi t h s e as o n al h o o k s s u c h as

Lo n d o n Fas h i o n We e k an d Ch r i s t mas

Res ul t s• St an d - o u t c o ve r age ac r o s s gl o s s y

l i f e s t yl e an d f as h i o n t i t l e s i n c l u d i n g

Har p e r s Baz aar , Ne w St yl e an d Th e Ti me s

“ Wh at an i n ve n t i ve p r e s s

k i t an d l o ve l y s u r p r i s e

f o r a Mo n d ay mo r n i n g . Th e

b i s c u i t s h ave go n e d o wn

r e al l y we l l i n t h e o f f i c e

an d we l o ve t h e n e w

r an ge . ”

De e p e r f e at u r e s

Obj ec t i ves • De l i ve r f e at u r e - l e d l i f e s t yl e c o ve r age

ar o u n d t h e n e w DSLR r an ge

Campai gn Over vi ew• De ve l o p e d me d i a e ve n t s t o b r i n g t o l i f e

t h e c ame r a’ s mai n f e at u r e s an d d e l i ve r i n

d e p t h Can o n me s s ag i n g

• De s i gn e d a b e s p o k e t o u r o f ‘ Hi d d e n

Lo n d o n ’ f o r t h e i n d e p e n d e n t f e at u r e s

e d i t o r ; u s i n g t h e EOS 500D

Res ul t s• A DPS f e at u r e i n t h e L i f e s t yl e s e c t i o n o f

Th e I n d e p e n d e n t

Bi g b an g p r o d u c t l au n c h

Cas e St u d y: Fr i e n d s 1 5 t h

An n i ve r s ar y Bo x - s e t

• Br i e f e d t o l au n c h t h e ‘ Fr i e n d s ’ 1 5 t h

An n i ve r s ar y DVD Bo x - s e t ’ , d r i ve s al e s

i n Q4 an d ac h i e ve No . 1 DVD Bo x - s e t

p o s i t i o n at Xmas

• Camp ai gn n e e d e d t o r e c o n n e c t wi t h

Fr i e n d s f an s an d p u t s h o w b ac k o n

p u b l i c r ad ar

• Su c c e s s f u l l y man age d t o mak e t h e p u b l i c

f al l b ac k i n l o ve wi t h Fr i e n d s vi a t h e

Ce n t r al Pe r k p o p - u p g i vi n g c o n s u me r s a

c h an c e t o r e mi n i s c e an d r e - e n gage wi t h

t h e s h o w

Ce n t r al Pe r k Po p - Up

Xmas Nu mb e r On e Hi t

• 1 3, 209 p e o p l e vi s i t e d t h e c af t h r o u gh o u t ét h e t wo we e k p e r i o d , r e s u l t i n g i n t h r e e

h o u r r o u n d - t h e - c l o c k q u e u e s

• Ge n e r at e d o ve r 1 00 p i e c e s o f c o ve r age i n

f o u r we e k s r e s u l t i n g i n a t o t al au d i e n c e

r e ac h o f o ve r 380 mi l l i o n

• Th i s d e l i ve r e d a me d i a val u e o f o ve r 5 £mi l l i o n an d a ROI o f 31 : 1

• Bu t mo s t i mp o r t an t l y, Th e ‘ Fr i e n d s ’ 1 5 t h

An n i ve r s ar y DVD Bo x - s e t ’ b e c ame t h e n o . 1

s e l l i n g Xmas Bo x - s e t

Cas e s t u d y…

Th e Ot h e r S i d e Of . . .

• Mu l t i awar d - wi n n i n g p an - EMEA b r an d

p o s i t i o n i n g c amp ai gn f o r Can o n

Eu r o p e

• I n t e gr at e d , t h r o u gh - t h e - l i n e

e x e c u t i o n t o b u i l d o n Can o n ’ s

b r an d p r o mi s e an d r e ac h o u t t o

yo u n ge r an d s t yl e - j u n k i e au d i e n c e s

• De ve l o p e d t o s u p p o r t Can o n ’ s CSR

p r o gr amme an d e mb o d y t h e ‘ Yo u Can ’

s p i r i t

Cas e St u d y…

• ‘ The Othe r Si d e ’ : a t h r e e -

ye ar c h ar i t y- b as e d , VI P-

d r i ve n mu l t i me d i a b r an d

c amp ai gn

• Co mp r i s i n g :

•Pan - Eu r o me d i a l au n c h e ve n t s

•Ce l e b r i t y au c t i o n s ac r o s s

Eu r o p e

•Ro l l i n g mu l t i - c i t y

e x h i b i t i o n s

•Pu b l i c at i o n o f gl o s s y c o f f e e -

t ab l e b o o k s an d magaz i n e

•We b - b as e d d i g i t al ar t

e x h i b i t i o n s

•St u n n i n g c o f f e e - t ab l e

b o o k

•Ex h i b i t i o n s i n Lo n d o n ,

Par i s , Mi l an , St o c k h o l m,

Be r l i n

•St at e - o f - t h e ar t o n l i n e

p h o t o gal l e r y

•Ex t e n s i ve , p i c t u r e - l e d

n e ws an d f e at u r e c o ve r age

ac r o s s t h e gl o b e –

b r o ad c as t , p r i n t an d

o n l i n e

•600+ me d i a h i t s p l u s 1 60

p i e c e s o f b r o ad c as t

•1 00+ Eu r o p e - b as e d f o o t b al l e r s

•1 00+ Eu r o p e an me d i a at l au n c h

p r e s s e ve n t

•VNR f e at u r i n g c o n t r i b u t i o n s

f r o m 1 0 s t ar p l aye r s

•Maj o r Lo n d o n Eye e x h i b i t i o n &

e ve n t s i n 8 f u r t h e r Eu r o p e an

l o c at i o n s

•Pr o d u c t i o n o f gl o s s y

c o l l e c t o r ’ s b o o k an d we b

gal l e r y

•500+ me d i a h i t s ac r o s s

Eu r o p e , 1 00 i n t h e UK al o n e

•1 00+ f as h i o n i c o n s ,

l e ve r ag i n g Fas h i o n We e k

s p o n s o r s h i p

•1 50+ Eu r o p e an me d i a at l au n c h

p r e s s e ve n t

•1 0 l au n c h e ve n t s &

e x h i b i t i o n s ac r o s s maj o r Eu r o

c i t i e s

•Gl o s s y magaz i n e , 60, 000

d i s t r i b u t e d t o b o o k s t o r e s /

n e ws age n t s ac r o s s t h e

c o n t i n e n t

•I n t e r ac t i ve we b gal l e r y an d

o n l i n e c o mp e t i t i o n s

•400+ me d i a h i t s ac r o s s Eu r o p e

I nt egr at ed c ommuni c at i ons•Hi gh l e ve l s o f e x p e r i e n c e d e l i ve r i n g

i n t e gr at e d c amp ai gn s s t ar t i n g wi t h o u r

t e ams wo r k at Bac ar d i an d D i age o

•De l i ve r mu l t i - mar k e t & mu l t i - d i s ap l i n e

c amp ai gn s f o r Ame x , Can o n , HTC, Me r c e d e s ,

To s h i b a an d man y mo r e …

•Re c e n t c amp ai gn s i n c l u d e :

- Cr e at i o n an d l au n c h o f t h e Qu e e n o f

Bi n go f o r Jac k p o t j o y. c o m wi t h ( b e t a)

ad

age n c y an d Max u s me d i a

- Cr e at i o n an d l au n c h o f t h e Me r c e d e s

Car Bo u t i q u e wi t h We ap o n 7 an d Max u s

Our appr oac h t o i nt egr at ed c omms :

- Re s p e c t an d s u p p o r t t h at a go o d i d e a

c an c o me f r o m an ywh e r e

- Br i n g q u al i t y c o n s u l t an c y t o t h e t ab l e

f o r t h e b e n e f i t o f al l

- Un d e r s t an d an d s u p p o r t e ac h o t h e r s

d i s c i p l i n e n e e d s

- Bu i l d r e l at i o n s h i p s o u t s i d e o f ‘ c r o s s

age n c y’ me e t i n gs

Q&A