Syng - UK Launch
THE CHALLENGE
Syng launched the Syng Cell Alpha to critical acclaim in its home market, the USA - but nobody knew about the new piece of technology outside of America.
Syng needed to be introduced as a brand in the UK market, focusing on the innovative Syng Cell Alpha product. But with limited product availability in the UK, how could we launch with a bang and get media and consumers excited about Syng?
THE SOLUTION
We created a strategic media relations programme that got the Syng Cell Alpha into the hands of key tastemakers in the UK media.
Targeting reviews as well as premium consumer lifestyle storytelling opportunities, we prioritised media that we knew would appreciate the product’s unique mix of audio quality and design aesthetics.
And to showcase the awesome audio range of the product, we shared a bespoke Syng Spotify playlist alongside the product.
THE RESULTS
The one month campaign resulted in top tier pieces of coverage in WIRED, High Snobiety, the Mirror Online, and the Financial Times HTSI supplement - with a combined readership of 124 million - but, more importantly, key targets for the brand’s demographic.
HERE BE DRAGONS IS A LONDON-BASED, INDEPENDENT CREATIVE PR & COMMUNICATIONS AGENCY.
IN A WORLD OF CONSTANT CHANGE, WE BELIEVE EARNED MEDIA IS THE MOST POWERFUL & RESILIENT CHANNEL TO TELL OUR CLIENT’S BRAND STORIES. HOW WE GET THERE IS DOWN TO THE BEAUTY OF THE COURSE WE CHART TOGETHER.
OUR NAME AND APPROACH ARE DERIVED FROM THE OLD NAVIGATIONAL TERM "HERE BE DRAGONS," USED TO DENOTE PERCEIVED DANGER IN PREVIOUSLY UNCHARTED PARTS OF THE WORLD. REPURPOSING THIS, WE HAVE CREATED A PHILOSOPHY WHICH IS DESIGNED TO HELP CLIENTS NAVIGATE THE CHANGE.