Agility PR helps Axis target Small Medium-Sized Businesses for the first time with AXIS 205 launch.

The Client

Leading network camera vendor, Axis Communications, ventured into the SMB market for the first time when it launched the AXIS 205 in the summer of 2003.

The Brief

Agility PR was tasked with maximising coverage for Axis’ first SMB offering, the AXIS 205. The task was to reach small business owners and early adopters of cutting-edge consumer technology products and position Axis as the brand of choice for network cameras.

Implementation

Agility PR identified top 20 key PC and consumer technology magazines. From this list it was able to set up 13 face-to-face briefings and demos of the product and then leave the product with all these contacts for later review. Competition ideas were also sold into key titles and copy written to support these. A list of freelance reviewers covering regionals and nationals was also identified and contacted by Agility PR.

Results

The AXIS 205 received a total of 19 review-based editorials and eight competition pieces in UK media including The Financial Times, T3, PC Plus, PC Pro, Internet Magazine and .net within the first six months of the campaign. More than 30 pieces of coverage and two product awards were garnered for the AXIS 205 within nine months of launch. Interest in deploying IP-Surveillance in the home led to a number of feature articles on the subject which Axis contributed towards. All this coverage served to support the launch of subsequent SMB-focused products including the AXIS 206M & W a year later.