Taking a tech brand beyond tech

PC Tools

Challenge
To take the brand beyond its specialist tech audience into the mainstream, and in a highly competitive market, amplify PC Tools’ power and performance messages to engage its core 18-45 target audience.

Results
Finalist for SABRE EMEA Award and 12% YoY sales increase
Our multi-channel PR campaign secured national, broadcast, consumer, student and technology media. Our World Series by Renault (WSR) sponsorship deal alone delivered 115 pieces of coverage, including Daily Mail, Men’s Health, GQ and Press Association, reaching an audience of 51.6m and driving 20k downloads of trial software. ‘Frustration Zone’, our high-impact launch stunt attended by 14 influential journalists, secured week-long mention by London media and also resulted in national, broadcast and tech media regularly requesting comment from PC Tools as the industry’s voice of authority. PC Tools products were consistently reviewed, scoring numerous high-profile 5-star ratings. The business impact: effectively engaging with our target audience across multiple touch points increased sales by 12% YoY.

How
OneChocolate identified an opportunity to partner with World Series by Renault, which enabled PC Tools to cover all its key EMEA markets with a single sponsorship. This was the focus of a strategy designed to differentiate PC Tools from its competitors and amplify its key product messages of power and performance. Hosting roundtable events and top-tier media meetings established the UK spokesperson as the ‘go-to’ expert. A headline-grabbing launch stunt featuring races in high performance battery powered go-karts, amplified via social, a weekly blog secured on MSN Tech & Gadgets, radio days to discuss hot issues such as cyber threats, along with a robust reviews programme, all combined to deliver maximum visibility and share of voice, on and offline.