Launch of Lechal, world's first hap c based interac ve footwear (Phase I)

From The Economic Times to New York Times, history was created with the launch of Lechal, the world's first hap c based interac ve footwear, reaching more than 130 million Indians & global audiences with its messages.

This campaign was not just about a product launch, but about stalwartly placing India on the map of global innovators. LECHAL secured coverage in all leading na onal and interna onal media, both tradi onal and digital, based only on the merit of PR and without any adver sing or direct marke ng.

Challenges:

At the me of the launch, the actual product was s ll in the manufacturing stage and the media had to

be persuaded with only images of Lechal and charisma c media address from the Co-founder & CEO

Krispian Lawrence

Wearable technology being the buzzword in the market, everyday there was news about the launch of a

new product, making the compe on very tough for Lechal

Ducere was a start-up company and hence, budgets were a big constraint to do any large scale ac vi es

Goals:

Generate mass awareness of the innova ve, first of its kind product in the Indian as well as international markets

Establish Lechal as an Indian innova on, innovated by Indians

Establish Ducere Technologies as leaders in the wearable technology space

Build apprecia on for co-founders - Krispian Lawrence and Anirudh Sharma as Indian innovators in

the wearable technology space

Creativity:

An exci ng teaser campaign was created to target technology journalists and bloggers to build

curiosity about the forthcoming launch

The teaser was followed by an interes ng media invite that promised the media to look forward to an

inven ve story about Indian techies launching 'the world's first hap c footwear'

A video was created exclusively for YouTube beau fully showcasing all capabili es of Lechal, woven

together with an interes ng story line and music

Strategy:

A strategic plan with clear goals and objec ves, as well as a clear roadmap for execu on of the

relevant elements of the campaign targeted at tradi onal as well as digital media

The strategy also involved crea ng a repository of digital content, which would allow people to

share in the story-telling, create online conversa ons and increase engagement with consumers through ofcial social networks of Lechal, including Blog, Facebook page, Twi er and YouTube

channel, to name a few

Adfactors PR team planned to launch Lechal in an overarching two- ered strategy

First, announce the innova on of Lechal to the world and establish Ducere's technology leadership -

iden fied as Phase - I

Launch the actual product in the market a er a me-lag to generate addi onal media buzz from the

reviews of the use of the actual product. Our team aims at accomplishing this through road shows

and reviews by technology and consumer media (yet to be ini ated) - Iden fied as Phase - II

Execu on (Phase 1):

Organized two press conferences : One for the media & the other for the blogger community to ensure

trac on on tradi onal as well as digital media

Built curiosity amongst media by sending a crea vely designed teaser invite to block their date followed

by a media invite for the press conference

Video created exclusively for the YouTube was launched at the press conference, gripping the audience

with several exci ng features of Lechal through beau fully themed storyline and music

Over 60 journalists from the leading na onal dailies, TV, weeklies and lifestyle media a ended the

launch press conference on 11th February 2014

Over 35 bloggers a ended the second day of press conference exclusively organized for them

Various one-to-one interviews were conducted with key media present at the venue followed by email

and telephonic media requests from across ci es

An integrated crea vely designed digital press release was disseminated amongst all sec ons of media

across India and across 8 more interna onal markets.

Since the product had equal appeal interna onally we decided to tap interna onal media in 8 diferent

markets such as US, UK, Germany, Japan, China, South Africa, Australia and France

Key Influencers covering technology & lifestyle were mapped and engaged through discussions on

wearable technology and building the suspense for the actual product

Real Time Tweets & Facebook Posts were shared from the conference

Blogger queries about Lechal were responded in real me

Results

Over 600 impressions in

Online Portals and Blogs

(Na onal & Interna onal)

`

Adver sing Value Equivalent of over

` 26 million

Successfully reached out to over 130 million Indians & Global audience

Ducere Technologies

received over 25000

pre-orders in a me span

of 3 months from across

countries such as the U.S -

North America, Europe - Germany, France, Japan,

China

Requests from over

re-selling the product

Keeping the momentum going

Lechal con nues to get feature requests from publica ons across the globe

Founders of the company are being invited as speakers across the world on various technology

symposiums not only as creators of Lechal but also as entrepreneurs and innovators from India

The Adfactors PR team is currently working on the next phase of execu on