Product launch by buzz

A year ago when new product of new Customer Relationship Management 4.0 software was announced for Slovak market, we started to think how to introduce it in an unusual way.

We wen´t down to the core of the product which is to create and maintain relationship for business purpose. Of course, our CRM is not the only one on the market and that is why out of the box thinking was required.

It happened like this:

• What are most of people interested in? Gossip.
• Which is the most successful gossip media? Novy cas, part of Ringier publishing house.
• How could we connect our product with public attention supported by attractive content? By creating a network of well know local celebrities and map their past and current relations.

That is how Kto s kym (who with who) was created and made a huge halo on the market. It is today considered for another clear example of good cooperation of two brands with low cost and high impact activity.
Next step? In couple of day the site will be transformed in Silverlight technology which allows us even more funcionalities and better design. Besides this project has been taken completely over by Ringier publishing house and would like to start in all countries they are present.