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Creating brand awareness

The situation 
Support launch of website of Yellowtag™, a new loss prevention service, which had no previous brand name exposure in the UK market. Limited budget meant no advertising spend was possible; the budget was spent entirely on PR activities. Each Yellowtag™ carries a unique-to-you-and-your-property email address. Its servers receive the email sent to this address when a tagged item is found. This message is passed onto the owner via SMS text message or an email within 15 minutes. It is a speedy, secure and simple way to connect owner and finder.

The solution 
Press relations capitalised on the high-profile laptop loss by a senior government official. Daily newspapers, IT trade press and regional newspapers were offered one-to-one interviews with Yellowtag™ senior management. The story was picked up by the majority of broadsheets and tabloids.

The results 
The day the story hit the Financial Times, the Yellowtag™  website traffic increased by 500 per cent. The following day, when a full page article appeared in the Daily Express, site traffic was again up by 500 per cent. The total-opportunities-to-see of the total coverage was 16 million people at a PR cost of £1 per 10,600 people. A follow up ACE came in at 35 times more than the PR cost. And in terms of tangible return on investment, Yellowtag™ 's biggest customer - Olympus UK - and its first International Licensee - SOS MD - in France both approached Yellowtag™  after reading the coverage.