Device Connections
Media Relations

Our Task:

In January 2010 BWH was appointed to launch My Mobile Watchdog, the only technology that allows parents to monitor their child’s mobile phone usage, in Australia and New Zealand and raise awareness of its many benefits and its success in the US.

Communication Initiatives:

A detailed media launch campaign was developed to promote My Mobile Watchdog specifically targeting high rating mainstream television, supported by ongoing newspaper and radio coverage.

Program:

The following activities were implemented to achieve campaign objectives:

• Develop specific media “hooks” to position My Mobile Watchdog as revolutionary and an important weapon in the fight against cyber bullying.
• Research cyber bullying and gather statistics about the incidence of cyber bullying and number of children that own mobile phones.
• Research US media stories to determine “best selling” story angles.
• Develop media releases that included recent statistics and quotes from third party endorsers including parents and child psychologists.
• Conduct media training prior to all interviews.

Evaluation and Outcomes:

• Key segments on My Mobile Watchdog were featured on the Today Show, Sunrise, A Current Affair, and one of New Zealand’s most popular current affairs show.
• Extensive radio coverage via interviews was also achieved in Queensland, New South Wales and Victoria.
• Wide ranging newspaper coverage was also achieved across Australia and New Zealand.
• The exceptional media publicity results helped drive strong product sales and increased interest from carriers.