Company: Blue Trumpet Group
Company Description: Blue Trumpet Group is an independent corporate and executive visibility firm that brings large agency experience to clients. We specialize in tailored PR and marketing programs for companies and individuals in technology, consumer tech, and all areas supporting those sectors.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Reputation/Brand Management
Nomination Title: No Wires? No Worries. Making Wireless Power the Next Cool Technology.
Tell the story about this nominated campaign since January 1 2011 (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:
Blue Trumpet Group was tasked by Fulton Innovation to raise the awareness of wireless power as a viable option for devices that use traditional power cables.
Wireless power is a relatively new concept and although Fulton provided a solution – known as eCoupled technology – it was clear that for the concept to be widely accepted by consumers, the PR campaign would need to extend beyond Fulton’s technology, and raise awareness of the wireless power industry as a whole.
In addition, the agency was faced with a unique challenge – Fulton had no product. Instead, it created the wireless power technology that is then licensed to partners to imbed inside their products. Beyond basic brand management, it meant that Blue Trumpet Group needed a more comprehensive campaign addressing consumer education, industry issues, and potential partner relations.
Blue Trumpet Group created a broad-ranging campaign including whitepapers explaining the technology, speaking opportunities for the engineers to talk to manufacturers about the technical benefits of wireless power, strategic media relations targeting key influential media, and a trade show program focused on demonstrating real-life prototypes culminating at the Consumer Electronics Show (CES) in January 2012. Short, easy-to-share videos were used to ‘tease’ the media before CES, and get consumers excited about new developments in wireless power.
From CES alone, Blue Trumpet Group was instrumental in facilitating Fulton's appearance in more than 120 media articles, 30% of which included video. But more importantly, wireless power was recognized as a leading technology.
Analyst firm, Demartek, stated that wireless power may very well become the universal power delivery standard: “Imagine the impact of this type of power distribution will have over the long term. I believe that this is like re-inventing electricity, or at least how it is delivered.” The Global Agenda Council of the World Economic Forum recognized wireless power as a top 10 emerging technology for 2012. Wireless Power made the list of Mashable’s top 10 futuristic technologies that are in development now, and the BBC developed a feature story covering the future of the wireless power industry.
Aimed specifically at engineers, a series of whitepapers were published on leading technical websites to explain the technology and benefits in detail. Fulton executives and scientists were put on the road to speak a conferences and seminars globally - South by South West (SXSW), CES, CTIA, Wireless Power Summit, IDTechEx,and more. Over the course of a year, company spokespeople met with media from all over the globe distributing more than 400 electronic media kits of news, information, photos and video. It was a relentless campaign that required meticulous attention to detail to keep the brand’s message consistent and relevant.
By delivering messages around the benefits of wireless power – not simply the benefits of Fulton’s technology – Blue Trumpet Group was able to significantly raise the awareness of wireless power and build a recognizable brand with consumers and within the technology industry.
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Provide a brief (up to 100 words) biography about the leader(s) of the team that carried out this campaign:
Sharon Barclay is the Principal of Blue Trumpet Group, an independent corporate and executive visibility firm that addresses the PR and marketing needs of clients in today’s economic climate. Sharon has more than 20 years experience developing campaigns for companies across a wide variety of sectors including technology, business-to-business, and consumer technology. She has held senior positions at agencies in the UK and the US including Hill & Knowlton/Blanc & Otus, MWW Group, and MS&L. Before entering agency life, Sharon held several in-house positions in her home country of Australia. Sharon teaches marketing at the Academy of Art University.