Dangers and Desires

Blu Wireless’ issue was that awareness of their brand among their key audience varied. For instance, although they were relatively well-known in high-speed transport, in defence they had very little visibility.

Their requirements were two-fold: they wanted to build a stronger thought leadership profile in the areas they already had a presence. In the areas where they were less well-known, they wanted to gain recognition for their expertise.

Knowing that we are experts in the fields of profile raising, thought leadership and media liaison, Blu Wireless enlisted our help to tackle their issues and increase their recognition among target audiences.

Design

Our response to the brief was to design a 12-month media campaign, which we entitled ‘Leading with Intent’. It aimed to make Blu Wireless visible, valued and understood among target customers within the core industries of interest.

The campaign was centred around a highly targeted media outreach programme. Content focused on case studies, partnerships, insight papers and media narratives which highlighted the disruptive effect of mmWave technology in relation to our target industries. Key to the communication was Blu Wireless’s pioneering expertise in its field.

The main objectives

• Increase brand visibility through thought leadership
• Achieve dominant share of voice on key messages

Media outreach

Through our outreach work with third party media titles, we achieved tier 1 press coverage for Blu Wireless in key industry media, with an emphasis on transport and defence-focused publications.

Specific coverage examples included major publications, such as Global Railway Review and European Security & Defence. We also achieved coverage in key IT and telecoms publications, such as Computer Weekly, Government Computing, and UK 5G Innovation Briefing.

Insight paper

The insight paper we produced, ‘Public Safety Beyond COVID-19’ attracted contributions from five authors, notably from the University of Liverpool/Liverpool 5G Create Project Lead and the Connectivity Technologies Ecosystems Manager at Facebook.

Partnerships

We maximised the opportunity presented by Blu Wireless’ partnership with the Liverpool 5G Project. Using the project as a case study, we were able to open doors and start conversations with influential players in our target industries, including journalists and analysts.

Distinction

Within a year of our campaign, Blu Wireless achieved the biggest share of voice in the UK compared to competitors. Their share was 61%, next to the second biggest — a main competitor, who managed 16% share of voice.

The campaign also attracted influential attention. The insight paper attracted an impressive array of authors who carried kudos and credibility, helping to reach an even wider audience. These associations helped cement Blu Wireless’ authority and visibility in the 5G space, exactly as intended.