MAX BOX
Technical Business to Business campaign – The Launch Of The MAX BOX for Felix Corporation
Trade and Technical PR Gold award winner, CIPR Pride Awards 2006
Objective: To launch a hybrid interactive, touch screen kiosk/ATM machine (The MAX BOX) aimed at vending and slot machine industry, the licensed trade, the convenience sector (retail, forecourts etc.) and cinemas. Media coverage to be used to help influence national operators to embrace the concept and deploy MAX BOX kiosks by end of 2006. Build profile through industry awards, trade shows and position CEO as a major innovator.
The Campaign: ATEI, the international slot machine & vending expo at Earl’s Court, was the stage for extensive coverage around the ‘unveiling’. SKV developed a suite of phrases and language to communicate MAX BOX proposition including “virtual vending” and “digital retail”.
SKV ‘hobby horsed’ on topical issues including financial impact of the smoking ban on the licensed trade, and consumer resentment at surcharges for ATM use.
Results: Vending & Slot Machine Trade – Coinslot, InterGame, AB:UK and 3G all covered the launch of MAX BOX, ‘My Diary’ column in Coinslot and a two page ‘behind scenes’ feature in InterGame. Also, coverage in Auto-Vending and Vending International. Auto-Vending short-listed The MAX BOX for its ‘most innovative product’ bi-annual industry awards – ‘the Oscars of the vending industry’.
Licensed Trade: The Publican and Morning Advertiser featured MAX BOX. Also coverage in; Free House Owner and Caterer & Licensee, National Bartender and Catering & Licensing News. MAX BOX was page lead feature in a special Publican technology report and appeared in Hotelier magazine’s ‘perfect bar’ equipment feature.
Additional Sector Press: Independent Retail News, Forecourt Magazine & Cinema Business, Retail Technology, InStore and other specialist retail titles.
MAX BOX concept featured on Springwise.Com (influential ‘trendspotting’ & innovation portal) and ATMmarketplace.com (international ATM news portal).
Evaluation: AVE: £244,903; Opportunities To See: 4,434,780
