The Challenge
German Autolabs faced the formidable task of launching Chris—their digital driving assistant—into a market already saturated with voice-activated technologies and smartphone integration solutions. With the product still three months from launch, they needed to build anticipation and awareness whilst simultaneously educating consumers about the critical safety benefits that distinguished Chris from conventional alternatives.
The team needed to position the product not just as another tech gadget, but as an essential safety solution that could help drivers avoid accidents and hefty fines associated with mobile phone use behind the wheel. This required cutting through significant market noise and consumer skepticism about yet another digital assistant.
Further complicating matters was the need to generate immediate media interest for a product that journalists couldn’t yet experience fully, whilst coordinating presence at multiple international trade shows including Showstoppers, IFA in Berlin, and CES—all venues where competition for media attention is exceptionally fierce.
The Solution
We developed a multi-pronged strategy designed to generate interest well ahead of the product launch. Rather than relying solely on product specifications and future availability, we created a compelling narrative around driving safety and mobile phone distraction—issues that resonated with both media and consumers.
Working with a survey company, we designed a comprehensive questionnaire investigating UK driving habits, particularly focused on mobile phone use and distraction behind the wheel. This research-led approach provided newsworthy data that could fuel media coverage even before the product was available, establishing German Autolabs as a thought leader in driving safety technology.
For trade show appearances, we carefully pre-scheduled journalist appointments at Showstoppers, IFA, and CES, ensuring key media contacts received thorough briefings and product demonstrations. Rather than hoping for spontaneous interest, this targeted approach maximised the value of each event.
We secured early product prototypes for influential broadcast media, prioritising programmes with substantial viewership and technology credibility. This strategy provided powerful visual demonstrations of the product’s capabilities to mass audiences whilst building anticipation for the full release.
Alongside these efforts, we implemented a traditional press release campaign targeting motoring media and national publications, emphasising Chris’s unique position as the safest way to manage calls, messages, and music whilst driving.
The Results
The campaign delivered exceptional results across multiple channels. The driving habits survey proved particularly effective, generating 168 pieces of coverage with an online readership of 382 million, including prestigious publications such as The Independent, The Sun, The Mirror, and numerous regional outlets.
The product-focused press release campaign further amplified this impact, resulting in 4 pieces of print coverage with a circulation of 393,000 and 46 pieces of online coverage in high-profile publications including The Sun online, CNET, Yahoo, and Digital Trends—collectively reaching monthly unique views well exceeding one billion.
The broadcast strategy proved equally successful, with early prototypes featured on both The Gadget Show and BBC Click, reaching a combined television audience of 3.1 million viewers who could witness the product in action.
Perhaps most valuably, Impact PR arranged for TechCrunch to visit German Autolabs’ office and film an in-depth video about both the company and product, providing authentic behind-the-scenes content that resonated with tech-savvy audiences.
By the time Chris officially launched, German Autolabs had successfully established themselves as innovators in driving safety technology, with significant media relationships already in place and substantial consumer awareness primed for conversion to sales.
