Goal

Dutch norms agency NEN (Dutch equivalent of ISO) wanted to celebrate its 100th birthday with something special: a mobile app for virtually everyone. NEN collaborated with digital agency The Secret Lab to build this interactive and educational game.

Going far beyond the target group they know very well– i.e. quality managers – they looked for support to drive visibility, downloads and app usage.

Approach

To get the news out, we created two press releases: one for the consumer and consumer tech press, and one for marketing publications. In the the press release for marketing publications we focused on showing the work of The Secret Lab in this project.

We ran a beta-test program, providing access to the game before it was available in the app stores, to hit the ground running on the launch day.

Results

This PR campaign for this app launch resulted in articles in key mainstream & tech publications including newspaper Nederlands Dagblad, iCulture and AndroidWorld as well as marketing outlets Adformatie and Emerce.

That week the app was ranked 7 in the Google Play store in the Netherlands and entered the local iTunes chart on the 17th spot.

Check the Dutch version of this PR case here.