Speed creates global buzz with innovative wearable tech

Challenge

Speed was briefed to secure widespread national pre-Christmas coverage for Virgin Media, positioning TiVo as the ultimate in festive family TV viewing.

We had to develop a creative PR story that would appeal to national media, be better than the competition and position Virgin Media as innovators in the technology and entertainment industry.

Solution

We created ‘KipstR’ – the ultimate in wearable tech, that controls your TV while you sleep so you don’t have to miss a minute of Christmas TV Speed then developed a multifaceted campaign that put two tech savvy teens at the heart of the innovation. The two young developers took our PR idea and made it into a working prototype – a 3D printed wristband that detects when a wearer falls asleep, to pause, record or resume a show on TiVo appropriately.

We developed campaign assets to bring the story to life including research into Christmas day sofa snoozing habits, working prototypes, lifestyle and technical photography, and an editorial video of interviews with Virgin Media experts and a Christmas themed lifestyle shoot.

Results

The layers of the campaign gave us opportunity to speak with a real breadth of media, including national news and picture desks, online, broadcast, tech, business, lifestyle, regional and even international media.

– 1,500 plus Virgin Media customers have registered interest in trialling KipstR
– KipstR went viral, trending on page 1 of Reddit and was a discussion topic on BBC Breakfast
– Total of 103 pieces of coverage
– ROI : 26:1
–  5.5 million plus estimated impressions from 1,484 social media accounts

1,500 registered interest1st page of Reddit103 pieces of coverage26:1 ROI5.5M plus impressions