The judges (seasoned PR practitioners) described the campaign as "an exemplar of ambition, creativity and value for money".
Careful planning and preparation meant that over a two-day period around Black Friday, Kelso Consulting delivered over 370 items of media coverage for our tech client.
This high-impact coverage ranged from numerous national daily newspapers to primetime broadcasters such as News at Ten and Sky. The campaign took PR newcomers Capacitas straight onto the radar of their target CIOs in large retail and e-commerce businesses.
Capacitas is an established owner-managed technology business that specialises in ensuring major ecommerce websites and other critical online systems do not crash or suffer other capacity related problems.
With e-commerce now a vital revenue source for both e-tailers and large established retailers, its owners have ambitious growth objectives. But a low brand awareness among its key targets, CIOs at large businesses, was holding it back, so it approached Kelso Consulting to help its owners achieve their growth strategy.
Our campaign, based around a 'thought leadership' approach of positioning it as experts on Black Friday quickly changed that.