Alex©

For the past three years, the creators of Alex, the Broadband Computer Company have been dedicated to developing and providing an intuitive and hassle-free alternative to today's computing choices. In February 2010, One was commissioned with promoting the official UK launch of Alex, a family-friendly laptop for those averse to the Microsoft platform.

We organised a media launch at the Hospital Club in Covent Garden, central London, where Alex computers where set up for one on one trials for both journalists and members of local councils followed by a meet and greet with the Alex team.

The night saw a list of high profile journalists interested in the computer as well as coverage appearing on the BBC Technology page, The Financial Times How to Spend It, PCPro, PC Advisor, Computer Shopper, Which? TechWorld Online, Sixtyplussurfers, BBC Radio 1, Talk Sport, Capital FM and regional stations.

One used social media and Twitter to spread the word on Alex – and that alone helped generate over 82,028 opportunities to read about Alex, the launch and its reviews. The campaign reached 27m UK consumers and EMEA coverage was secured working with media relations partners in France, Holland and Germany.

THE RESULT

The launch event generated more than 27,420,448 opportunities to view, hear or Tweet about Alex and social media activity ensured that the key messages were included in online discussions that followed the launch.