PC World

 

The Children's Charter

The Task

 

We were asked by PC World to publicise a range of laptops with replaceable covers and educational software targeted at the children's market.

 

Our Strategy

 

We took a step back and advised PC World to launch a commitment to child safety that would build perceptions of the brand in the eyes of parents and provide a media platform on which to talk about child-friendly products. We proposed that PC World offer a free child safety service to all parents at the point of sale.

 

As part of the service, a PC World technician would configure every laptop or PC sold to a parent to ensure that children were unable to access inappropriate content online.

We launched the PC World Children's Charter commitment at a press conference in London attended by national and specialist trade media.

 

We ran a concurrent review and competition programme for the child-friendly laptop range that yielded several favourable reviews. The reviews involved the free safety set-up, earning a very positive reaction in many key titles, including specialist PC magazines and lifestyle titles, including Good Housekeeping.

 

 

The Outcome

 

Extensive national, regional, broadcast and online coverage. The Children's Charter is now a central part of PC World's corporate responsibility strategy.

 

 

Robo-Shop

 

The Task

 

Publicise the range of consumer robots that will be in-store at PC World for Christmas 2007.

 

Our Strategy

 

We developed a story line that elevated what was essentially a product marketing request into a story that described the great strides being made in robotics and PC World's leadership position in bringing a new range of sophisticated robots to its stores. 

 

We worked with PC World, advising them to dedicate an area of the store to robotics, using our proposed brand name 'RoboShop&quot'. We accompanied the announcement with a brief history of robotics and predictions from PC World buyers on the roadmap ahead for robot technology.

 

The Outcome

 

National press and broadcast coverage, including front page coverage in the Daily Telegraph and page leads in the Sun and the Daily Mirror.