Case Study
Client: Simmons
Public relations programme on Simmons® BackCare® Original Series with Negative Ion Fibre™ with emphasis to raise awareness on the benefits of negative ions and the ion technology used in the new range of BackCare mattresses.
The Simmons® BackCare® Series with Negative Ion Fibre™ is an extension of the brand’s BackCare® series, which the press had already covered. To divert the media’s attention from the fact that the new mattress is a product extension and to diffuse the impression that mattresses are “boring”, Foreword thrust the inventors of the mattress’ negative-ion technology into the limelight and pitched the invention and its sleep benefits to the media.
In addition, Foreword collated relevant technology/background information/fact sheets on the negative-ion technology, the benefits of negative-ions to the overall well-being of human beings as well as test results of the technology to support the consultancy’s pitch to the media.
Only five media interviews were offered for the mattress launch due to complications of conducting one-on-one teleconferencing with multiple parties in Tokyo. All five interview-slots were taken up by the main dailies. Media coverage was obtained in all key newspapers (The Straits Time, Business Times, Lianhe Zaobao, etc) and leading lifestyle and health magazines.
Following the press coverage, Simmons reported consistent sales, boasting a positive outlook despite the then sluggish market.
Public relations programme to launch Ekornes® flagship store and raise awareness of Ekornes® Stressless® recliners in Singapore, differentiating them from competitors’
The Ekornes® Stressless® recliners were distributed by Simmons (Southeast Asia) Pte Ltd in Singapore and the region. When the principal, Ekornes®, decided to spearhead its expansion into the region from Singapore with a flagship store at Paragon, Foreword was tasked to embark on a public relations exercise since Simmons’ was on retainer with the company. The aim was to interest the media to cover the launch of the flagship store and Ekornes® recliners. Prior to this PR exercise, Simmons did not do any press publicity for Ekornes® nor the Stressless® recliners in Singapore or the region. However, a stumbling block was the fact that the Stressless® recliners have been retailed in Singapore for many years. In addition, the recliners were thought to be very expensive.
To overcome these hurdles, Foreword advised Simmons on the following tactics to garner press interest and coverage.
Invite a key Ekornes® representative to Singapore to front the media exercise. This proved to be a good move as the Ekornes® representative being business savvy, was able to elaborate on the brand’s expansion plans in Singapore and Asia. In addition, he was able to provide an in-depth insight on the product’s competitive edge. This allowed Foreword to put a face that was easily associated with the brand and facilitated an interesting business-expansion and product related pitch to the press.
Leverage Stressless®’ unique patented reclining technology and design to the press, differentiating Stressless from other recliners in the market and debunking public perceptions that all reclining products are similar. The media also latched on the differentiating points justifying to some extent the high price of Stressless® products.
Go for one-on-one media interviews with Ekornes’® key representative so that business and product details could be shared at length with the media.
Over two days, one-on-one media interviews were lined up (almost back to back with the exception of lunch breaks) from 9 am till 5 pm with the Ekornes representative. Media coverage was obtained in all key newspapers (The Straits Times, Business Times, Lianhe Zaobao, etc) and leading lifestyle publications in Singapore. Following the press coverage, steady sales were reported at the new Ekornes® flagship store.
The Simmons® BackCare® Series with Negative Ion Fibre™ is an extension of the brand’s BackCare® series, which the press had already covered. To divert the media’s attention from the fact that the new mattress is a product extension and to diffuse the impression that mattresses are “boring”, Foreword thrust the inventors of the mattress’ negative-ion technology into the limelight and pitched the invention and its sleep benefits to the media.
In addition, Foreword collated relevant technology/background information/fact sheets on the negative-ion technology, the benefits of negative-ions to the overall well-being of human beings as well as test results of the technology to support the consultancy’s pitch to the media.
Only five media interviews were offered for the mattress launch due to complications of conducting one-on-one teleconferencing with multiple parties in Tokyo. All five interview-slots were taken up by the main dailies. Media coverage was obtained in all key newspapers (The Straits Time, Business Times, Lianhe Zaobao, etc) and leading lifestyle and health magazines.
Following the press coverage, Simmons reported consistent sales, boasting a positive outlook despite the then sluggish market.
Public relations programme to launch Ekornes® flagship store and raise awareness of Ekornes® Stressless® recliners in Singapore, differentiating them from competitors’
The Ekornes® Stressless® recliners were distributed by Simmons (Southeast Asia) Pte Ltd in Singapore and the region. When the principal, Ekornes®, decided to spearhead its expansion into the region from Singapore with a flagship store at Paragon, Foreword was tasked to embark on a public relations exercise since Simmons’ was on retainer with the company. The aim was to interest the media to cover the launch of the flagship store and Ekornes® recliners. Prior to this PR exercise, Simmons did not do any press publicity for Ekornes® nor the Stressless® recliners in Singapore or the region. However, a stumbling block was the fact that the Stressless® recliners have been retailed in Singapore for many years. In addition, the recliners were thought to be very expensive.
To overcome these hurdles, Foreword advised Simmons on the following tactics to garner press interest and coverage.
Invite a key Ekornes® representative to Singapore to front the media exercise. This proved to be a good move as the Ekornes® representative being business savvy, was able to elaborate on the brand’s expansion plans in Singapore and Asia. In addition, he was able to provide an in-depth insight on the product’s competitive edge. This allowed Foreword to put a face that was easily associated with the brand and facilitated an interesting business-expansion and product related pitch to the press.
Leverage Stressless®’ unique patented reclining technology and design to the press, differentiating Stressless from other recliners in the market and debunking public perceptions that all reclining products are similar. The media also latched on the differentiating points justifying to some extent the high price of Stressless® products.
Go for one-on-one media interviews with Ekornes’® key representative so that business and product details could be shared at length with the media.
Over two days, one-on-one media interviews were lined up (almost back to back with the exception of lunch breaks) from 9 am till 5 pm with the Ekornes representative. Media coverage was obtained in all key newspapers (The Straits Times, Business Times, Lianhe Zaobao, etc) and leading lifestyle publications in Singapore. Following the press coverage, steady sales were reported at the new Ekornes® flagship store.
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