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CASE STUDY:
CASIO | CASIO SHOOTS AND SCORES WITH HIGH-SPEED EXILIM SERIES ISSUE: Casio’s digital imaging division developed a new category of camera for consumers, the High-Speed Exilim Series, which performs at speeds unmatched by the world’s top digital SLRs. The EX-F1 camera shoots an amazing 60 frames per second (versus one to five frames for traditional cameras) and 1,200 frames per second in movie mode, while the smaller, lighter EX-FH20 is capable of ultra high-speed burst shooting at 40 frames per second and can record high speed movies at up to 1,000 frames per second. Casio quickly turned to Coyne PR to convince editors that high-speed photography, not megapixel ability, is the new frontier in the digital photography landscape. IDEA: For the launch of the EX-F1, the Casio and Coyne PR team organized a press conference attended by more than 300 media members the day prior to the opening of the Consumer Electronics Show (CES). Coyne PR also arranged for long- and short-lead exclusives, leading to Popular Science calling the camera a “category buster” in its February issues, and an April New York Times story that called the camera “astonishing,” “innovative,” and “industry defying.” The New York Times story was followed by a series of deskside interviews with 20 media outlets in New York and San Francisco, as well as a coordinated rollout to trade, technology, and consumer publications. For the launch of the EX-FH20 in September, the team brought the product features to life in an event at the hockey rink at Chelsea Piers in New York City, where former New York Ranger and Hockey Hall of Famer Glenn Anderson skated, shot, and hip-checked his way through a series of drills with hockey players while editors captured photos and video from the bank of EX-FH20 cameras set off to the side of the ice. IMPACT: The two launches combined have resulted in 857 stories and 247 million media impressions. The EX-F1 launch generated 500 stories and nearly 200 million media impressions, with the EX-F1 being one of only five products featured on ABC’s “Good Morning America” and CNN at CES. The media blitz resulted in several CES honors, including Popular Science’s coveted Best of What’s New Award, the Popular Mechanics Editor’s Choice Award, and the EX-F1 being called “one of the 20 products that captured the attention of the world” by the Consumer Electronics Association. The EX-FH20 event featured 37 editors from 45 publications, including the New York Daily News, Laptop, Popular Photography & Imaging, CNET.com, and others. The subsequent coverage included 357 stories representing 47 million media impressions, including stories in the Associated Press and Chicago Tribune. |
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Technology Case Studies
