Axis, a Swedish manufacturer of surveillance systems and smart city technologies, distributes its products exclusively through its partners – installation companies around the world. In the township’s camera systems sector, the key contacts on the customer’s side are the chief of police, a local representative, or even the local mayor. The Blind Spots competition focused mainly on this target group. At the same time, another goal was to involve the general public in the competition and educate them on contemporary security camera systems.
Blind spots
A very successful B2B communication. We designed and created a contest for Axis Communications, in which municipalities competed for new camera systems in order to achieve better coverage of problematic spots.
Within two years, 116 projects were signed up for the competition, and our PR communication connected municipal representatives with both the Axis tech support and the general public.
During the project’s production, we established communication with Czechia’s Cities and Municipalities Union, as well as the Department of Crime Prevention (part of the Ministry of Internal Affairs), the Healthy Cities Association, and other trustworthy organizations. We established a partnership with the popular magazine Tydenikpolicie.cz and a family of regional titles named Drbna.cz, all of which experienced a significant influx of new readers since 2020.
A supplementary campaign was also launched, focusing with regional targeting through Facebook. The maximum time given to register was 3 months and registration was done over a custom-designed website created by Taktiq, with high emphasis on being coherent and educative. All of the identified “blind spots” were then evaluated by an independent committee of experts, serving as project guarantors.
The competition was accompanied by a prudent PR campaign featuring stories and statistics.
Within two years, 116 projects were signed up for the competition, and our PR communication connected municipal representatives with both the Axis tech support and the general public.
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