The Global Launch of RDE+ with HORIBA
As the UK PR agency for global automotive giant HORIBA, Whistle PR was selected to oversee external communications for the global launch of RDE+; a new virtual-based, integrated software solution that essentially brings the road into the lab. The solution allows automakers to test in simulation long before taking their product out into the real-world; saving time and, crucially, cost.
Targeting launch territories covering Europe (France, Spain, Italy, Sweden, Turkey, Netherlands, Poland, Russia and Germany) and Asia (India, China, South Korea, Indonesia and Thailand) – key considerations included the integration of an industry white paper which HORIBA had commissioned with leading research firm, Frost & Sullivan.
Whistle’s approach was a strategic one. To ensure maximum impact, the campaign was broken down into two phases; launch and post-launch.
The initial phase hinged on a hard-hitting, research-led news release designed to create noise and powerful, mass exposure around the new offer in targeted trade media in all key markets. The post-launch programme, which continues to be progressed, centres on the provision of heavyweight trade thought leadership designed to position HORIBA as ‘the voice of the industry’ in the field of emissions testing, while pulling through the RDE+ offer.
Although ongoing, the campaign has so far proved a fantastic success, generating a record 668 pieces of press coverage across 25 countries including in high-profile national publications such as the Financial Times and India Today achieving a total global reach of 2.1 billion.
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