WORK . Shokz
SHOKZ: OpenFit Product Launch
Client
Services
PR & Comms
UK
The Brief
Introduce a completely new style of wireless ear-buds
Move Shokz from sports headphones into the main-stream
Introduce journalists to the brand and concept of open-ear listening
Shokz has a well-established reputation as the pioneers of bone-conduction headphones, designed for sport.
With OpenFit the goal was to bring open-ear listening to a wider audience by creating a product that would blend seamlessly into daily life and be as useful in the office or home as in the gym or on a run.
This was Shokz' first true wireless headphone so a critical product in the brand’s development. Known for their sports headphones, the launch of OpenFit saw Shokz enter a new market with their first ever lifestyle-led headphones.
To launch the new headphones, we worked closely with select journalists across national, lifestyle and specialist verticals to host one-to-one briefings and seed product ahead of the official launch to generate product placement and reviews.
With tech-products hands on support is important to ensure reviewers understand all the details and have a great first experience of using the product. By meeting journalists in person we were able to answer all their technical questions on the spot, virtually guaranteeing a great first impression.
Project Description
42
Pieces of Coverage
1.65 million
Total readership (Viewers)
Coverage Highlights
Evening Standard, The Telegraph, The Sun, T3, Woman and Home, Stuff, Coach Magazine, Women’s Health, TechRadar
"With the launch of OpenFit, Shokz wanted to be positioned as a lifestyle product and move away from sports. By orchestrating face-to-face meetings with key national journalists we were able to carefully control the messaging when introducing the brand and its product. There is no substitute for these relationships, in-person always gets the best results.”
– Hannah Reynolds, Account Manager, Fusion Media
