Universal Electronics: Fueling “Gotta Have It” Demand

Remote control company launching a high-end universal remote, NevoSL, sold only through the installer (CEDIA) channel, not through retailers
Company faced stiff competition in a crowded market
Universal Electronics name virtually unknown to consumers

Drive NevoSL adoption by building the "gotta have it" mentality among consumers, while making it a top recommend by the commercial installer market
Differentiate from similar remote control offerings to get above the noise and capture the attention of key audiences (consumers and installers)
Take a two-pronged approach to media outreach: focus on the hip factor with the consumer/lifestyle media; facilitate hands-on reviews with the technology media

Conduct aggressive experience tour to reach desired audiences (consumer/lifestyle, business, tech.); focus on cutting-edge digital media management capabilities as the killer feature incentive for end-users
Create Digital Home experience suites in New York, Los Angeles, and San Francisco to bring the solution and experience to life
Coincide New York activities with Digital Life event for greater mass consumer appeal
Build analyst advocacy to drive strategic partnerships and to leverage as third party validation with consumer media
Gear industry trend stories toward the lifestyle media for more in-depth coverage
Conduct expansive product review program

Successfully positioned NevoSL as digital lifestyle product
Secured five cover stories: BusinessWeek, Robb Report, Home Entertainment, Residential Systems and Electronic Design
Secured coverage in more than 30 top-tier consumer and technology outlets including BusinessWeek, Oprah, New York Times, CARGO, ESPN Cold Pizza, Fox, Maxim, Men's Health, PC Magazine, USA Today and VIBE
NevoSL demand outweighed product availability