CLIENT

devolo offers home networking solutions that bring high-speed Internet and WiFi connectivity to every corner of the house via the power grid. In the professional sector, devolo realizes the vision of a broadly connected IoT (Internet of Things). Whether in industrial projects or in the fast-changing energy sector, its products guarantee a highly secure data communication and excellent performance. The company was found in 2002 and is represented by its own subsidiaries and partners in 19 countries.

OBJECTIVE
  • Introduce the brand to the Spanish market and detail the technical characteristics of the new network amplifiers.
  • Explain in simple terms the potential of Powerline Communication technology (PLC): distributing the Internet via the power grid and turning every power socket into a WiFi broadcasting point.
  • The challenge was to perform an action in a context of still high health emergency. devolo, due to the situation, carried out the launch in the spanish market of new devices to convert every electrical outlet into an Internet outlet and facilitate the intensive use that began to be made of the network at home during the pandemic (teleworking, online classes, leisure, videocalls…).
STRATEGY
  • Due to the pandemic, it was decided to hold a series of videoconferences with journalists on a one-to-one basis over two days.
  • A target group of journalists from different fields was chosen to introduce and explain the technical features and functions of the new home network solutions.
  • In particular, the devolo Magic 2 WiFi next, devolo WiFi Repeater + ac and devolo Magic 2 DINrail devices were presented.
ACTIONS
  • Individualized research of media, sections and background of journalists to design each meeting.
  • Elaboration of specific briefing with messages and information adapted to each media and journalist. Outlines of an informative nature were provided to general media and more technical details to specialized journalists.
  • Two days with 19 customized slots were made available through a virtual tool. Journalists were able to meet the company’s spokespeople in person, have a face-to-face chat with them and ask them directly their questions in a relaxed atmosphere.
RESULTS
  • In 2 days of events attended 19 journalists in individualized sessions.
  • This resulted in 26 press hits, including articles in news agencies, general, economic and IT specialized media.
  • With this strategy, an estimated audience of over 186 million people was reached.
TESTIMONY

“Once again, 121PR showed up its professionalism and convening power at the presentation of the new devolo devices. The meetings were a success and we got wide coverage. Congratulations, team! ”

Marcel Schüll , Public Relations Manager devolo
CONCLUSION
  • Virtual meetings make it possible to segment messages and adapt content to the media.
  • It is necessary to take advantage of the benefits of technology and apply it to public relations. Virtual press meetings are a very powerful tool for improving relationships with the media and, like telecommuting, we believe they are here to stay.
  • The previous research and documentation work is a fundamental task for the success of any campaign.
  • The personalization and adaptation of information is fundamental when it comes to generating interest, transmitting a specific message and presenting a new product.
GRAPHIC MATERIAL