Case Study

Client: Lynx International

Project: PR campaign to launch the UK’s first electric scooter for under £1,000

Summary:

Lynx International, a UK company that was importing a cost effective, electric, road-worthy scooter from China, hired 93½ to create a PR campaign to position the innovative product in a way that made it appealing to a mainstream audience and not just to people that take environmental issues seriously.

93½ took on the challenge and started by introducing the company to Firebox.com, the UK’s leading e-tailer of ‘boys toys’ who agreed to be the UK distributor of the Ego Scooter.

The price point of the product as well as the recent announcement by the Mayor of London that scooters could use the bus lane, helped define the PR strategy and the product was launched as the money saving, time-saving investment as well as something that helped you to be good to the environment.

The launch was done predominately through the media and we secured over a number of broadcast pieces including ITN News, Sky News and BBC lunch time News.

We also secured 60 pieces of print coverage in the Independent, Daily Telegraph, Daily Mail and the Times as well as hundreds of mentions on online publications and blogs.

We also entered the Scooter into ‘Stuff’ magazines’ award for environmental product of the year, and won it.