Biometric security - fingerPIN
Issues
Fingerprinting biometrics is a mature market and there are some well established names in this field. In 2006, fingerPIN decided to launch its revolutionary multi-sequencing fingerprinting technology at the Biometrics 2006 event in London.
Challenge
Vitis PR was selected to conduct launch activity with 6 working days notice. fingerPIN was an unknown company and would be exhibiting among biometric market sector leaders.
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Campaign
As the ramp up time to launch was short, Vitis PR concentrated on gaining awareness with pre-registered and vertical sector media, including security, retail and IT. Vitis PR:
- Developed launch announcement, backgrounder and press pack and distributed at the event and via email
- Created a Q & A for the spokespeople
- Developed a targeted distribution list
- Issued invitations to briefings and followed up to secure face to face and telephone briefings
- Co-ordinated and hosted briefings on the fingerPIN stand
Results
- 8 briefings conducted during the event
- Media briefings at or prior to the exhibition included BBC Online, Information Security Today, TechWorld and New Scientist
- Supported exhibition activity and generated additional interest in the company.
