Edson Evers has been nominated in the Integrated Campaign and Consumer Relations Campaign categories, for its work on Smart Home Week and National Home Security Month respectively.
This year’s Smart Home Week was the first industry-led national smart home campaign launched in the UK. Offering brands the chance to illustrate how smart devices can integrate together and how these solutions can be made accessible to all demographics, the campaign highlighted how products can work together to improve day-to-day living.
The campaign involved a truly integrated, multi-channel approach, including a forum event held in London with speakers from each of the supporting brands, a national survey, PR sell-in to national media, radio and trade press, an influencer campaign, and PCC and social media.
With brands including Amazon, Samsung SmartThings, Tado, Ring, Philips Hue and Yale all supporting the campaign, outcomes included Yale’s e-commerce website enjoying a fourfold increase in weekly sales, while Samsung SmartThings experienced its highest ever open rate from an e-mail marketing campaign promoting Smart Home Week. Titles such as The Sun, Metro, The Independent, The Times, BBC, House Beautiful and Unilad all covered the campaign too.
Claudia Fellerman, European Communications Lead at Ring, said: “It’s been a pleasure working with Edson Evers for Smart Home Week – congratulations on its success.”
Meanwhile, with domestic burglary rising for the first time in five years by 9 per cent in 2017 – and with 25 per cent of UK homeowners admitting to having no home security in place – National Home Security Month offered our client Yale an opportunity to educate homeowners on the importance of security, while creating increased sales opportunities for manufacturers and retailers.
The month-long campaign resulted in more than 220 press clips, with a circulation of 633 million, not to mention increased sales for Yale and other supporters of the campaign. Indeed, one high street retailer reported a 42 per cent increase in sales of Yale products during the campaign period, compared to when it had not supported National Home Security Month in previous years.
Grace Duggal, Managing Director at Edson Evers, said: “Being shortlisted for these two awards by the CIPR is an achievement we’re really proud of, demonstrating the impact that an insightful and results-driven PR and marketing campaign can have.”