Campaign Focus: Bolt Mobility – driving the electric revolution through Europe

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Account Exec Luke McDowell on Clarity’s campaign for Bolt Mobility

I joined Clarity in June after four years working across television production; that included drama, entertainment and local news, and in that time I’ve dealt with a lot of subject matters regarding how we get from A to B.

PreviewThe future of transport is a big question at the moment; with lots of people getting very excited about developments such as autonomous cars and Tesla’s proposed Hyperloop. There seems to be several solutions emerging which will eventually deliver a viable alternative to  petrol and diesel powered trains.

Bolt Mobility are an emerging Dutch company who have created an electric scooter. Interestingly, a petrol scooter or moped can actually be more polluting than a lorry or delivery van. This is due to the use of older style engines found in a wide range of these vehicles on our roads today. Bolt’s AppScooter will be able to travel 400km on a single charge, an actual comparable alternative to a petrol engine’s range.

As Clarity’s resident petrolhead, I was very excited to work this account. I think that electric-powered transport is the future, especially after Tesla managed to change everyone’s opinions with cars and make electric sexy. Bolt are doing the same thing but in a different way. Their AppScooter isn’t just efficient, it’s good looking and something that people will want to drive!

We worked with Bolt on a pan-European campaign that was centered around their fundraise on Seedrs and it proved incredibly successful. They finished with over 200% of their initial target, raising €3,225,551!

Working with our Berlin team we were able to spread the word about Bolt’s successful funding across the continent. Coverage was secured in the UK, Italy, Portugal, Spain, France and Germany. Large, national publications also covered Bolt across Europe including; The Independent, La Vanguardia, Il Sole 24 Ore, Jornal Economica and MSN Deutschland.

In the end the campaign secured 116 pieces of coverage against a target of 15, with several major hits like Yahoo! and Gründerszene. The best part of a campaign like this though is that the company ethos and their product is innovative and something that can actually make a difference, so watch this space when Bolt AppScooters hit the road in 2018.

Words Luke McDowell

 

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Campaign Focus: Bolt Mobility – driving the electric revolution through Europe

The Best of the Worst: 2017’s PR Disasters – #1: Pepsi “Live for Now”

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As 2017 draws to a close, it’s time to look back at the year it has been, a year that just seemed to start low and then test the limits of how low low can go. And as we’re currently inundated with a continuing stream of awful stories about the misdeeds and sometimes crimes of high profile men, I thought a bit of reflection on the PR disasters of a more innocent time might remind people that it’s not that hard to stay out of trouble in the first place.

So, with that, here is the first in a series of posts that explore some of the most reputation-busting stories from 2017, looking at what exactly went wrong and how it could have been avoided in the first place.

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The Best of the Worst: 2017’s PR Disasters – #1: Pepsi “Live for Now”

Samsung Vs Apple – or how do you gain market cut-through when it seems the whole world is caught up in the bubble?

329201783846PM_635_samsung_galaxy_s8When the video went live early this month, social media went wild, YouTube lit up. “Growing Up,” Samsung’s ad mocking rival iPhone deficiencies, is a big hit.

In it, we see a young iPhone owner become increasingly forlorn as, despite repeatedly buying Apple’s latest handset, he sees it quickly run out of storage, get killed by water damage and underperform Samsung Galaxy features like handwriting recognition.

In the final scene, finally undone by having to insert a dongle just to use his headphones, our hero – now older, wiser – switches to a Galaxy note device.

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Samsung Vs Apple – or how do you gain market cut-through when it seems the whole world is caught up in the bubble?

Six ways your brand can cash in on Black Friday

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There was a time when Black Friday was mainly an American phenomenon. The day after Thanksgiving traditionally signalled the start of the shopping season that climaxed at Christmas. However the growth of online shopping has taken the concept global . So given that Britons spent nearly £6 billion between Black Friday and Cyber Monday last year – of which £2.8 billion was online shopping and Americans spent ten times that figure – it’s critical that brands take steps to maximise their efforts to reconnect with existing customers and grow their consumer base.

Below are six tips to ensure brands make the most of the biggest shopping weekend of the year. How many are you already implementing?

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Six ways your brand can cash in on Black Friday

Top Five Companies To Meet At Web Summit 2017

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The Web Summit might just be the premier technology event in the calendar globally. Started in 2009 by Irish entrepreneur Paddy Cosgrave, last year it was held in Lisbon for the first time attracting an astonishing 53,000 attendees.

If you’re attending the event this week, we’ve cherry picked five must-meet tech companies at the event:

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Top Five Companies To Meet At Web Summit 2017

Laughing off a social media horror story – Twitter and the Carabao Cup

carabooUnless you’re a West Ham fan like me, or perhaps a fan of Bristol City, you may well have been oblivious to what was going on on Twitter on the afternoon of Thursday 26th October 2017. It was a brand horror story appropriate for the time of year, played out in a very public forum, the like of which will cause nightmares for years to come.

The EFL Cup, otherwise known as the Carabao Cup, is far from being the most illustrious football competition in the UK. The Premier League has become so powerful in recent years that even the FA Cup has lost its magic, leaving little passion remaining for what has previously been known as the Milk Cup, the Rumbelows Cup, the Coca-Cola Cup and the Carling Cup.

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Laughing off a social media horror story – Twitter and the Carabao Cup

Twitter’s PR problem is humanity’s PR problem

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Twitter has been getting a bad rap recently. In response, it has said it will be taking a more aggressive stance against abuse on its platform, as well as a crackdown on hateful images and pornography.

Now I remember first writing about this particular social network when working on the news desk of a tech magazine back in the mid noughties. Gleefully describing it as a ‘micro-blogging service’ (and probably equally gleefully contending that it would never catch on, something I also said about the iPhone), could I – or anyone else – have predicted what a hell site it would turn into?

It was a place where everyone had a voice and ordinary people could interact with celebrities. A level playing field, if you will. But over the years, it has spiralled out of control into one big slanging match. Brand reputations are under attack from angry customers. Journalists are criticised for what they report. Politicians are scorned for expressing their views. Rabid tribes of opinionated chumps itch for a fight. Ordinary people get sucked in and waste hours arguing with contrarians. Somewhere among all this, a few valuable tweets reside – but it seems that they become fewer by the day.

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Twitter’s PR problem is humanity’s PR problem

Data proves the strategy behind issuing a Friday press release

press_release_distribution“When is the best time to send my email?” In marketing, there is a host of analysis, best practice and science behind answering that thorny question.

In public relations, not so much. This is an industry that has long relied on qualitative tactics and gut instinct.

Until now. Because data can, in fact, validate whether key press strategies can work for a brand.

Take the case of Ryanair. No stranger to publicity, Ryanair is usually keen to generate as many headlines as possible. But, when it was forced to cancel around 1,900 flights due to administrative errors last month, the airline resorted to a common industry tactic – minimising attention by sneaking the announcement out late on a Friday afternoon.

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Data proves the strategy behind issuing a Friday press release
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The best Augmented Reality experiences on iOS11

The launch of iOS11 has opened up a massive new audience for Augmented Reality (AR), a technology that has so far struggled to break through to the mainstream.

 

While we’ve been talking about the concept of putting digital layers on top of real-world environments to literally augment reality for several years, it hadn’t really caught on. There was the odd success story such as Blippar, but we were still waiting for that watershed moment. Well, that moment might have finally come with the launch of iOS11, with its built-in support for AR experiences.

 

While Android announced support for AR with its ARCore a few weeks back – and Google’s hardware-based solution, Tango had shown some promise – it’s likely to be Apple’s support that really brings AR into the limelight. After all, Android’s fragmented ecosystem limits the number of devices that can run ARCore, while Apple’s user community is much more likely to be running the latest version of iOS and use hardware capable of supporting ARKit.

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The best Augmented Reality experiences on iOS11

How do you PR an Initial Coin Offering (ICO)?

icoWhy getting media coverage for Initial Coin Offerings is changing

Got your head round Blockchain yet? Become an authority on cryptocurrency? One of the key technologies of 2017 is, ironically enough, also one of the most complicated. For a quick primer visit here.

Yet Blockchain could potentially disrupt so many industries, which is why so many people in the tech, and especially fintech space are obsessing over it.

It isn’t just the preserve of the geeky hard core either. The WSJ ran this article recently which pointed out how Blockchain could become the conduit for companies attracting finance thereby rendering the careers of Venture Capitalists redundant.

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How do you PR an Initial Coin Offering (ICO)?