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FileMaker launch of Bento 2
FileMaker, the leader in easy-to-use database software, was set to launch its first consumer offering and wanted to tap into a completely new market. To help do so, we adopted a fun and media-friendly approach which showcased the product's ease of use, contemporary style and versatility.
Playing on the Japanese product name, we put together a 'Bento Box' journalist mailer filled with a selection of contemporary and fun gifts including an iPod Shuffle. Combining a handy USB key full of product information with engaging gifts kept Bento on the minds and desks of busy and notoriously selective consumer journalists.
Alongside the launch, we operated a comprehensive review programme for Bento, co-ordinating copies and product information for traditional consumer tech publications, as well as lifestyle titles wherever possible.
The launch activity generated 116 pieces of coverage, of which 64% were in consumer publications and 93% included the personal lifestyle organisation message. Furthermore, the UK sales target for the product was exceeded by 86%.