In-building signal loss is a pervasive problem affecting cell phone usage. To counteract this problem, Wi-Ex created zBoost, a device that improves signal reception in homes and small businesses.
Its PR firm, 705 Communications, decided to remind consumers of the problem and trust that the solution the product offered would be enough to boost publicity. As a jumping off point, it commissioned a survey that showed 72% of cell phone users experienced problems with indoor cell phone reception.
Strategy
Although similar ...