Maximum exposure in a highly competitive market - on a small budget
CHALLENGE_
neuroflash GmbH, based in Hamburg, initially offered ContentFlash and the magical pen, a Generative AI perfected for the German language. In 2022 and 2023, this offering was expanded with the addition of ImageFlash (Text-to-Image AI) and PerformanceFlash (AI for evaluating emotional expression in texts).
When neuroflash started working with us in 2022, the AI industry was already highly competitive. In addition to ChatGPT and international solutions, there were also initial German competitors in the market. Combined with the highly technical nature of AI and the associated concerns in many places, the core challenge was positioning neuroflash’s solutions as tools for streamlining work processes. Furthermore, a relatively low budget was allocated for media work, requiring us to adopt an efficient approach.
CAMPAIGN_
Due to neuroflash’s relatively low media presence, our first priority was clear positioning and communication of the brand values. neuroflash’s solutions clearly aim to facilitate the work of communication departments and serve as everyday support for professional content writers.
Given the low budget, we opted for a pure newsjacking approach to find direct entry points in target audience-oriented media and combine them with the expertise of Jonathan Mall in neuromarketing. This approach proved to be particularly effective as topics related to artificial intelligence dominated the media during the collaboration with neuroflash (launch of ChatGPT, large language models, GPT-3, GPT-4, and Google Bard). This allowed us to actively shape the entire AI debate from the beginning and position neuroflash as experts.
RESULT_
In the eight months of our collaboration, we achieved a total of 30 publications, many of which were secured through ongoing contact with journalists. As a result, we positioned the brand not only within the desired target audience but also in the context of relevant decision-makers and CEOs. In addition to placements in top-tier media outlets such as Handelsblatt, W&V, t3n, and heise, the founder of neuroflash also appeared as a guest on podcasts such as “So techt Deutschland” by n-tv.
Selected news coverage:
