“Power” media were implemented to generate Buzz. Key engaging components include gigantic inflated “batteries,” 3D stand alone “battery” model, wrapped giant subway pillars, a blimp, light boxes, LCD in key office buildings, online home-page screen takeover through a flash, live webcasting of launch event, print die-cut, ear-mark, and consecutive-page placement.

After only two weeks, 54% of IT decision makers/influencers recalled unprompted awareness of advertising. Aided awareness is 76%. Of those who recalled seeing the advertising, 40% named outdoor (top performer) and 36% showed interest in purchasing the product.