Acer

Focus

Acer is a sustainable tech company aiming to increase market share and awareness in the region. Following growth in the market Acer will start manufacturing monitors in South Africa to make them more affordable for the local market. Additionally, they seek to increase their brand awareness in the region.

Task

The task at hand was to unveil Acer’s first ever Ignite room. This unique setting presented us with the opportunity to plan a media event where a diverse group of journalists could have a tangible experience with Acer’s most cutting edge devices available to market.

Additionally, journalists were introduced to the production of monitors locally, and furthermore opened the way for the media to meet local Acer representatives and strengthen the brand locally by bringing local thought leaders and experts to the forefront.

Strategy

To ensure the success of the Ignite Room and new announcement, we leveraged the opportunity to get local tech, business and lifestyle media in the room providing a tangible experience of Acer and its local experts on the ground.

The Innocomm team worked closely with the Acer team, effectively integrating into their operations to ensure the success of the Ignite Room. In the lead-up to the event, we reached out to various media outlets, inviting them to attend. We also held several meetings with the Acer and external teams to ensure everything was in place to create a memorable experience.

Work in action

To prepare for the launch we started creating invitations, then engaged with business and education media to properly host them on the day. We helped prepare representatives and product managers on the messaging points, advised on the itinerary of the day, and gifts for the media. We wanted to create an environment that the media could remember not only the professionalism of the Acer team but also the welcoming atmosphere of the event.

On the day of the event we hosted them on site, facilitating all questions and requests. Media mingled with Acer representatives and got to experience gaming, education, business and lifestyle technology first-hand. To top off the excitement of the announcement of the local monitor production in South Africa, press we furnished with a release detailing this first for Acer Africa.

Results achieved

To showcase the success of the Ignite room event here are the key points:
Out of the 21 journalists we secured, 18 attended the ignite event.
We received 8 pieces of coverage about the local production of Acer monitors from the journalists that attended the event.

We also received an additional 7 pieces of coverage from other journalists based on the press release. We created new media relationships for Acer and secured interest for the product reviews.

All of this presents an increased interest in the local business and educates media around Acer devices and their brand.