Total Communications System Inc. : a full-service independent public relations consulting firm

Strategic media exposure for a mobile phone carrier

Challenge:

Japan’s mobile phone carriers make it a rule to announce a seasonal new handset a couple of times a year by staging an announcement extravaganza like a fashion show to gain consumer attention. For competitive differentiation, it is vital for the client to make a different approach so that user benefits are well demonstrated from consumers viewpoint.

Solution:

Apart from ongoing mobile and internet strategic communications for the client, TOCS made an individual pitch to quality women’s, men’s and lifestyle publications. TOCS widely facilitated lending-out of the new handset by way of a media caravan, thus encouraging placement of experience-based special articles, on top of constant information dissemination via press release and newsletter.

Results:

TOCS achieved placement of a number of special issues in high-profile publications, including a full 5-page special business feature with the title of “Power in the Field – Makings of an Internet Device,” the untold story behind the development of a mobile handset with both mobile phone and smart phone advantages for consumers.