Case study – DABmotion brand launch to trade and consumer

81b84724ac7d15ec_400x400arWe worked with Dorset-based distributors Celsus UK Ltd right from the inception of their DABmotion brand.

The brand covered a new range of digital radio solutions being launched by Celsus to capitalise on growing demand for digital radio retrofit solutions, ahead of a likely future DAB switch-over.

To be in prime position for the potentially sizable market opportunity, Celsus wanted DABmotion positioned as ‘the voice’ of authority in the UK trade press on the digital switch-over progression.

With limited budget available for conventional display advertising, the plan was for PR-led activity, supported by social media.

Clipboard03Over time we achieved extensive free organic consumer coverage in tech, motoring and lifestyle publications by focusing on product features, new developments, lifestyle benefits and applications. DABmotion even gained recognition with a prestigious award from motoring heavyweight Auto Express!

On the trade side, huge levels of coverage were achieved as we helped shape an increasingly sophisticated garage proposition that offered training, technical and marketing support, along with the products garages needed to meet the future ‘profit opportunity’.

This coverage directly resulted in new business from both garage installers and motor factors, including the introduction to a leading branded UK garage network who wanted to take DABmotion to consumers.

With our relationship with Celsus now into it’s fifth year, we’ve been increasingly busy in promoting the benefits of their sound-deadening Dynamat solutions to classic car and other relevant vertical markets.

You can view all the content we’ve created for Celsus here>