Case study · CONSUMER TECHNOLOGY & MOBILE
Embargoed CES Briefings Put Five Affordable Nokia Phones in Tech Headlines
Through an advance briefing strategy and embargoed media pitching ahead of CES 2022, 5W earned 11 top-tier tech and trade features for HMD Global’s new line of affordable U.S. Nokia smartphones.
11
Pieces Of Top-Tier Coverage
Overview
PRACTICE: Earned Media | Trade Show | Product Launch
Ahead of CES 2022, HMD Global was set to introduce five new Nokia smartphones tailored for the U.S. market. The team needed a targeted strategy to stand out amid the flurry of trade show announcements.
Discover
Navigating the high volume of device news at CES required a sharp angle, because HMD priced all five models under $250, value became the primary hook to engage press.
Define
“Five new phones under $250 gave reporters an unignorable headline.”
Focused messaging on exceptional value and arranged advance press briefings, ensuring journalists had compelling stories ready to publish the moment the embargo lifted.
How 5W ran the program
Drive
- Pitched tech and telecom reporters under strict embargo ahead of official show updates.
- Hosted exclusive virtual briefings before the CES exhibition floor opened.
- Emphasized affordability as the central narrative throughout all media communications.
- Integrated insights from HMD CMO Stephen Taylor to lend executive commentary to product launches.
Results
11 pieces of top-tier coverage
As the embargo expired, major tech and industry publications released positive features highlighting HMD’s affordable mobile line.
- Many reporters focused on the phones' affordability.
- WIRED and Android Headlines highlighted the Nokia 2760 Flip's nostalgia.
- Android Authority included the Nokia G400 in its roundup of the best phones launched at CES.
- Coverage ran in The Verge, ZDNet and PCMag.
Coverage included
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