Taking off on the German market with innovative energy storage systems
In Stats
18,000,000
Target KPI from the client (views/online coverage)
126,000,000
Achieved Views/Online Coverage in total (including news wire, as of Sept. 20, 2022)
100,440,000
Earned Views/Online Coverage (including dpa mention, as of Sept. 20, 2022)
Key Results
Exceeding the client's target KPI with a total online coverage of more than 126.000.000 views, including newswire contributions.
Generating more than 100.440.000 views of online coverage as of end of campaign, with significant mentions and reviews still coming in.
Securing nearly 90 pieces of coverage across diverse media platforms and more than 20 in-depth conversations with key journalists.
Tags
Date 2023
Overview
Zendure, renowned for its innovative (solar) energy storage solutions, embarked on a mission to expand into the German market. The goal was not only to introduce the brand to a new audience but also to launch its flagship product, SuperBase V. The product was to be launched at IFA 2022 – the top international event for consumer technology.
The Challenge
The primary challenge was twofold: firstly, to build awareness for Zendure both as a brand and for its upcoming product, SuperBase V; and secondly, to position Zendure as a dependable provider of energy storage solutions in a market where they had no local spokespersons or experts to advocate for them directly.
Further challenges included the tight timeline: Zendure’s first request reached us shortly before the IFA 2022 event, at a time when other manufacturers and agencies were already in the midst of their preparations for the international exhibition. Moreover, scepticism towards Chinese providers in Germany complicated matters.
Our Client
With our support, Zendure has established itself as a global leader in developing high-quality, durable energy storage solutions solar panels, and power stations. As part of the launch of new products at IFA 2022, the company has also undergone a rebranding: While Zendure used to be known primarily for power banks, the focus is now on large-format storage solutions. Their products are designed not just for convenience but also for resilience, catering to the adventurous and those seeking reliable energy solutions in off-grid situations.
Our Role
Our role was to navigate the complexities of introducing Zendure to the German market, leveraging strategic communication and effective media relations to overcome the lack of local brand representatives. We aimed to develop a strong and compelling narrative around Zendure and SuperBase V, ensuring the brand’s successful debut at the forefront of the German renewable energy sector.
The Strategy
Our strategy was meticulously phased to capture and engage the target audience effectively:
Comprehensive market research: We initiated our campaign with in-depth market analysis to understand the needs and preferences of German consumers as well as the competitive landscape. Based on this research, we selected key media targets and crafted tailored messaging.
Targeted media engagement: Leveraging real-use case scenarios, we executed a highly targeted media strategy focused on showcasing the unique value proposition of SuperBaseV to key journalists and media outlets.
Three-phased rollout: The launch strategy was divided into pre-announcement, announcement, and post-announcement phases, each designed to gradually build excitement and anticipation around the SuperBase V launch.
The timing and direction of the entire strategy were tailored to coincide with Zendure’s presence at IFA 2022 in Berlin – one of the most recognised consumer tech fairs globally – where SuperBase V made its debut for the German and European markets.
The Emerging Story
Through our strategic efforts, Zendure’s story in the German market emerged as one of innovation, reliability, and sustainability. SuperBase V became synonymous with cutting-edge technology and eco-friendly energy solutions, addressing the modern consumers’ need for portable and renewable power sources.
Thanks to a combination of in-depth market research, targeted media work and a step-by-step launch strategy, we have successfully positioned Zendure in the German market. This not only created a strong brand presence, but also set a new benchmark for product launches in the renewable energy sector.
