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Location:
125 Pyrmont Street
Pyrmont NSW 2009
Postal address:
PO Box 458
Pyrmont NSW 2009
Office phone:
+61 (0) 2 9692 8811
Office fax:
+61 (0) 2 9692 8817
Bodum, Stamping Out IP Rip Offs
Objectives
The Bodum Group designs, manufactures and markets a wide range of quality kitchen and home ware products that are renowned for their high quality design at an affordable price, including coffee plungers, glassware, crockery and cutlery.
As a result of the company’s success and innovative design, the company has been subject to a number of infringements of intellectual property rights, with copies of Bodum’s products being sold throughout the world. Since entering the Australian market, the company has found a glut of copies of their innovative designs and has decided to take steps to stop the practice.
Lighthouse Communications Group was tasked with delivering a strategy that: sent a strong a clear message that Bodum will stamp out copies of its innovative products in the Australian market; demonstrated that Bodum is committed to growing its business in the Australian market; positioned Bodum as the leader in home ware design; and, encouraged consumers to go for the real thing, as opposed to a copy.
Strategy
Lighthouse Communications Group decided on a two-stage approach to maximise publicity and target two specific audiences – consumers and competitors.
The first stage focused on the consumer market and involved the crushing of fake Bodum barbecues being sold by Barbecues Galore. This involved the placement of an exclusive story with the Sun Herald followed by a crushing of the fake barbecues at a scrap metal yard for TV news.
The second stage – with the primary focus being the business market while maintaining the consumer focus - involved a boardroom briefing of key legal, business and home wares journalists which was hosted by Bodum’s owner and the man who introduced the world to the coffee plunger, Jorgen Bodum.
A compelling display which clearly demonstrated the comparison between Bodum and the knock-off Bodum products was set up for photo opportunities. 12 journalists attended the briefing including the major national and metro dailies (journalists and photographers), ABC TV’s 7.30 Report and major home and living titles. Mr Bodum used the opportunity to talk about the IP infringement issues, demonstrate some examples and talk about the future of home ware design. This ensured all media left with a story relevant to their publications.
Results
Lighthouse Communications Group was able to significantly increase awareness of the issue among its customers and the wider community.
Bodum’s Managing Director in Australia reported increased sales of products featured during the campaign, following the significant media coverage received and the settlement of some outstanding legal cases.
Significant stories appeared in The Australian (p3 Business x 2), AFR (page 3), Daily Telegraph and Sun Herald as well as a five minute story on the 7.30 Report.
