Mongoose were tasked with raising mass awareness of Blaze’s Laserlight product and to maximise the key Winter/Christmas sales period and gain exposure around the Kickstarter on their new product – the Burner. Ultimately Blaze wanted to be positioned as a thought leader in cycle safety, innovation & tech and urban cycling.
Mongoose established a proactive press office, features and influencer programme – seeding product to key contacts for review and a carefully planned PR offensive for the launch of the Burner to ensure maximum impact for crowdfunding. To increase awareness we placed content around Blaze’s TFL/Santander Cycles partnership. We also set up a brand messaging proposition to ensure consistent communications throughout the brand and product.
Over the four months of the campaign, we secured 81 pieces of coverage across all key titles in cycling, tech, consumer and national media – 30% over our KPI. A successful crowd-funding campaign for the Burner exceeded our target within 24 hours and secured over 1 million views of Santander Cycles content. The brand position was successfully set up to launch the range of products this year.
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