Case Study
Event Management

Heating things up and staying cool: How we supported DREO at their first IFA

Client

DREO

https://www.dreo.com/

Project date

August - September 2024

Services

Event management

Media relations

The results

23

media representatives at the booth

17

Media interested in test devices

16

Clippings during our coop, additional clippings pending

The brief

In the Middle of August – only three weeks before IFA would kick off for the 100th time – DREO, the No.1 Fan and Heater Brand in the U.S., approached us to ask for our support for their first ever attendance at the prestigious consumer electronics trade show in Berlin/Germany. The excitement was as big as the time was short. As IFA approached quickly, we immediately started planning to not waste any precious time. Aside from letting the world know that DREO was officially making their move into the DACH region, the company was looking to build first relationships with tech media and spark their interest in DREO’s lineup of heaters, fans and other smart household appliances.

Covering everything from creating press materials to coordinating media engagements and delivering hands-on assistance, we left nothing to chance. Our aim was to ensure that DREO didn't just exist shortly in the German speaking media realm, but that they made a lasting positive impact across the media landscape. To help DREO achieve these goals, we supported them with the following services:

Content Development: Crafting compelling press releases and personalized pitches.

Invite Management: Developing customized invitation strategies to attract key stakeholders, influencers, and media representatives to visit the DREO booth.

Media Relations: Organizing media kits, briefings, and interviews to create excitement and coverage around DREO's arrival in the DACH market and their latest products, securing exposure from relevant media channels.

Product Demonstrations: Coordinating interactive product demonstration sessions on-site to provide attendees with a firsthand experience of DREO’s products.

Post-Event Promotion and sampling: Ensuring continued media coverage to sustain the event's momentum.

The campaign

With less than three weeks of preparation time, we initially came up with our strategy for the most important next steps. We then focussed on preparing the first press release and put together a media list of relevant and promising contacts, of which we knew some would attend IFA, offering 1-on-1 meetings with DREO during the event. After that, it was time to speak to our audience, announcing DREO’s big step into a new market. The goal here was to interest media to not only read and hear about the company, but to also come by the booth to experience the products first hand and to get to know the attended representatives of the company. After the event, we followed up with media, supported in sending out test devices and provided additional info needed by media outlets. It was a short but intense ride, that gave DREO a great first kickstart in the German (speaking) market.

The results

In the total of about 10 weeks, pre- and post-IFA 2024, we were able to catch the attention of and build the foundation for lasting relationships with many media representatives, including PC Welt, Der Standard, Märkischer Markt, MobiFlip, Appgefahren, Gadgetrausch Home & Smart, and others. Alongside positive feedback which DREO received for their IFA appearance and their personal product demos provided, we were also key support in facilitating networking opportunities with potential partners and influencers, leading to new collaborations and expanded market reach for DREO. To put it in a nutshell: DREO’s first ever presence at IFA 2024 was a great success!