Service:
Market Strategy Consulting, Stakeholder Relationships & Management (Government agencies, Major corporations’ decision makers, Vendors), Integrated Marketing Communications(on-offline) – Media relations, Media training, Press releases, Interviews, Press conference, SNS Influencer event, SNS & digital content development and community management
Client: Energi Mine
Challenge:
Both the South Korean government and public distrusted blockchain technology and cryptocurrencies, and their distrust continued to grow stronger due to consecutive suicides due to losses of cryptocurrency. UK Energy blockchain technology company ‘Energi Mine’ wanted to officially enter into the South Korean market and they asked for solutions to gain interest from government institutions and big local corporations, along with endorsements by stakeholders and investors.
Approach:
With our deep understanding and a thorough analysis on the diverse stakeholders and complex relations, we suggested and provided our client with an integrated communication solution applied to one of our competitiveness plans, ‘Strategic message development for diverse stakeholders’.
It aimed to persuade government officials to have a favorable attitude towards blockchain technology and cryptocurrencies in the energy industry, and maximize the PR impact of our client’s South Korean market entry as much as possible. To achieve this, we proceeded with an integrated campaign, which included media training for executives, press conferences and media relations, and events for industry influencers, government officials, and major corporations’ directors, along with a social media campaign.
In particular, we strategically communicated with government officials to deliver our client’s key messages, along with objective benefits blockchain technology can bring into the energy sector.
IMPACT:
Through this campaign, our client gained solid support from diverse stakeholders, including investors, and garnered 90 media coverage and more than 2 million media impressions – the most media coverage so far as for a foreign blockchain technology company. Every major Korean news outlet, including Chosunbiz, Hankook Ilbo, and Yonhap News TV, and major English newspapers featured its national launch with positive headlines, enough to attract attention from government institutions and big corporations.
At the press conference, 53 journalists attended, with 60 additional attendees from major technology corporations, such as Samsung, KT, and SKT, along with people from government institutions along with industry influencers. The number of followers on this event hit 1,352,343.
As a result of this integrated campaign, we drew attention from related government officials and major corporation decision-makers, successfully holding meetings with the officials and entering into a partnership with a major corporation for our client.