A celebration of pan-EMEA industry excellence at an iconic London venue

Akima attended the EMEA SABRE Awards ceremony in London to see who takes home the Technology Hardware Gold Sabre award. We were shortlisted for our creative digital influencer campaign.

The client, TP-LINK, is the world leader in Wi-Fi equipment but the company’s marketing efforts are not usually competing against far bigger budgets for communications campaigns from the world’s largest tech companies. Nevertheless, our “Beat the Fritz” campaign helped the client to take market share from its biggest rival in Germany, AVM Fritzbox. In just 4 weeks and on a shoestring budget, Akima was able to secure 17 video reviews for TP-LINK’s newest product and reach an audience of over 100,000. Not only did the campaign help drive sales of the new product, it also convinced retailers to dedicate more floorspace to TP-LINK products.

Sadly, it wasn’t to be for us this year. Instead Huawei took home the award for its “One Ramadan” campaign. Our congratulations go out to them, but we were proud to be shortlisted alongside global titans like Samsung, HP and Microsoft.

Nevertheless it was a great show at Roundhouse and we enjoyed being part of it. Amid a sombre mood, following the attack in Manchester, the Sabre Awards represented a true coming together of the EMEA PR community. Award winners came from more than 20 countries, including agencies from Romania, Turkey, Croatia, Hungary, Russia, UAE and South Africa. The collaborative atmosphere in the room was genuine and London felt like a natural location for such an international gathering.

By the way: Brexit was not a relevant topic for this crowd – it seemed like everyone just wants it out of the way to go back to business and put his energy into more important things like the next digital campaign. I sure will.

Anton Bühl

Author Anton Bühl

Account Director with more than 8 years experience in B2B and B2C IT and Tech-PR, journalistic writing and editing, Social Media strategy and communications, Content Marketing, Campaigning, Influencer Relations, SEO, Marketing Communication.

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