ING Direct The May 2003 UK launch of the world's largest Direct Savings Bank is a textbook example of how PR can and should be made to work for sales. The figures speak for themselves - 400,000 new customer enquiries in launch month attributed to PR alone (measured via a dedicated phone number and web reference); coverage valued at £12.5 million for the first year. And a brand that outstripped most of its bigger (and higher spending) High Street competitors in media share of voice. Tasked with delivering 5% of customer acquisitions, JCPR delivered over 50% of the total - this despite some heavyweight confidentiality restrictions imposed pre-launch and a stuttering start that saw systems crash on launch day. "The PR campaign for the launch of ING Direct has generated phenomenal levels of coverage and customer enquiries. Jackie Cooper PR has provided straight no-nonsense consultancy, clear strategic thinking, incisive knowledge of the media and has worked hand in hand with ourselves and our other marketing agencies." Will Cairns, Head of PR, ING Direct Sony, PSP The 2005 launch of the PlayStation® Portable - Sony Computer Entertainment's first foray into the world of handheld entertainment devices - allowed us to take the experience 'mobile' and as such was not confined by space or geography. Our brand vision was to achieve iconic design and style association for the PSP; bringing new audiences to the product by highlighting the mobility, beauty, desire and freedom of the device. This required not only a comprehensive conventional product PR launch campaign but also a sophisticated word-of-mouth campaign, created by implicit and explicit endorsers from key influential cultural groups in the Music, Media, Design, Technology, Fashion, Education & Film sectors. The outcome was 11 collaborative projects, which led to 255 press articles, reaching 62% of the target market in the UK 5 times on average and a European SABRE Award for Best Consumer Technology PR Campaign. Brahma JCPR's global launch campaign for Inbev's new Brazilian beer Brahma captured the imagination of the media. Everyone knows Brazil is the home of beautiful football and the extreme bikini wax, but JCPR presented the flipside of Brazil's culture by selecting Brahma Ambassadors, a group of Brazilian artists, musicians and designers to champion the beer. Through a range of cultural events, the campaign highlighted a country of great style to be best appreciated with an ice cold Brahma. JCPR has continued to bring a taste of the real Brazil to the Brahma loving British public, harnessing the support of Brazil aficionado and much respected DJ Gilles Peterson in a series of podcasts and events.