Our task was to build excitement of the softwares launch and direct listeners to the free to download software.

But the challenge was – how do you make somehting silent work over broadcast?

Another obstacle to overcome was our spokesperson, the software designer Dylan Fashbaugh, being based in an Amercian East Coast time zone and having no experience of speaking to media.

In advance of the sell in, we spent a half day media training Brendan on how best to weave Dorotis messaging into all manner of interviews.

Once we began securing interviews using ‘Wolrds First Silent Crisp’ as our line, we then started sharing the ‘crunch cancelation’ software, offering them the chance to be one of the first people in the world to try it – and of course bags of Doritos so they could test them out live on air. 

This layered approach delivered a vast array of interview opportunities with everyone form high brow tech reporters to lighthearted commercial breakfast shows.