Earned PR, Insight and Talent Sourcing to promote a CPR-assistance product
The Challenge
Beurer came to us to help them launch the LifePad – a product which guides you during CPR resuscitation and helps you take the right steps safely. They needed a PR campaign that reached a wide audience and helped to drive awareness of the new product.
The Approach
This campaign allowed us to bring in multiple elements. We worked alongside our sister agency Ripple Research for a survey and with our talent partners to secure a well-known name that would be perfect for the activity.
Former England manager and player Glenn Hoddle had previously suffered a cardiac arrest on a TV set and was saved by a crew member who performed CPR.
We paired Hoddle’s story with research that explored Brits’ confidence levels when it came to saving a life, and data that highlighted that over 30,000 cardiac arrests happen outside a hospital each year – with around 80% happening in a place of residence… Leaving a friend or family member as the only hope.
The Outcome
The campaign was a roaring success.
We secured 59 items of coverage, including 23 TV and radio hits and 9 pieces of national press – with outlets such as Mail Online, Metro and The Independent including infographics and guidance on how to safely perform CPR, alongside links to purchase the LifePad from Argos.
Outlets such as The Mirror and Independent Sport heard Hoddle recall his near death experience, sharing “This is close to my heart… CPR saved my life” as he demonstrated the device.
The majority of press and TV coverage included branded imagery, whilst inews created their own infographic to highlight the campaign.
