devolo Case Study

German manufacturer of powerline networking solutions, devolo, offers a range of HomePlug adaptors to enable users to create a network for sharing Internet-based resources around the home using their existing electrical wiring. Powerline networking offers a high-speed home network without the transmission problems associated with Wi-Fi. However, with Wi-Fi holding a far larger share of the Internet networking market, devolo enlisted Context to raise awareness and grow the company’s presence in the UK.

Aims

• Build awareness of powerline networking and promote it as a viable alternative to Wi-Fi
• Establish devolo as an authority on HomePlug networking
• Launch new products to the UK media
• Increase sales for devolo’s range of dLAN HomePlug adaptors
• Grow devolo’s brand presence in the UK

Actions

• Managed the launch of all new devolo products, arranging press tours and sample units for all key journalists
• Implemented an intensive review programme to secure ongoing coverage for the dLAN HomePlug range in both stand-alone product reviews and group tests
• Built strong relationships with key influencers in the consumer technology media to ensure devolo is the first port of call for any comments on powerline networking
• Coordinated all product launches with the company’s German head offices to guarantee a synchronised pan European PR campaign

Results

• More than 120 product reviews in national and consumer technology media in 2010
• devolo products awarded Gold status from What Laptop and What Satellite & Digital TV, Silver status from Web User, with the company’s HomePlug adaptors also Recommended by Personal Computer World, IT Reviews and PC Pro
• Regular 4* and 5* reviews in key consumer technology publications, including Computeractive, Computing and Linux Format
• Extensive media coverage has helped sales of devolo powerline products in the UK reach xx million
• Increased brand awareness for devolo has ensured the company has been able to secure the largest share of the powerline networking market, with this reaching 70% in certain regions