AO
- Market entry in Germany
- A groundbreaking ceremony with a difference
- An ongoing theme
- Celebrating with AO
Consulting and concept development
Market entry in Germany
Task:
To develop a PR strategy for the client’s market entry in Germany
AO World, Britain’s leading online merchant for domestic appliances, launched on the German market in November 2014.
Realisation:
DIE PR-BERATER devised an integrated PR strategy covering a variety of themes, including communications and recruitment of new employees for the German location. Select stakeholders were also approached in relation to b2b and b2c.
With the PR initiatives and activities launched to date, the agency has successfully raised the brand awareness among the various target groups and provided excellent support to the respective strategic objectives.
Press and photo opportunity
A groundbreaking ceremony with a difference
Task:
To come up with an idea for an attractive photo opportunity for the press of the client’s groundbreaking event
On 07.09.2015, construction work commenced at the new European headquarters of AO, Britain’s leading online merchant for domestic appliances.
Realisation:
The agency devised a ceremony with a slightly different kind of groundbreaking tool: an earth mover weighing more than 20 tonnes with a washing machine loaded in its huge shovel. The washing machine drew attention to both the AO branding and its
business concept. The event organizers and VIPs gathered around the shovel. The open fields and a backdrop showing the 3D visualization of the future headquarters set the scene for the photo opportunity.
Theme development
An ongoing theme
Task:
Press and media relations to raise awareness of the client in Germany
Realisation:
DIE PR-BERATER worked with AO to develop an annual calendar of themes and topics for the business, daily and trade press. This created the basis for ongoing coverage of AO, the new player on the market. During the first six months, their press and media relations work reached far in excess of 50 million contacts.
Trade shows and events
Celebrating with AO
Task:
To organize a groundbreaking ceremony as a networking event with partners from politics, administration and industry
On 7.9.2015, AO Deutschland hosted an event to mark the official start of work on its new European headquarters in Bergheim, North Rhine-Westphalia. The aim, alongside press and media relations, was to involve a variety of partners from politics, administration and industry in the event. AO is Britain’s leading online merchant for domestic appliances.
Realisation:
DIE PR-BERATER took care of every aspect of the organization, from invitation management through event management to the programme schedule. The positive atmosphere they created had the desired effect: the groundbreaking event was a forum for making new contacts and generated a sense of togetherness among the guests. For the client, it was an all-out success.