THE CHALLENGE

Axon is one of the leading companies globally when it comes to tech solutions for security issues that affect countries around the world. At its core, Axon’s mission is to help law enforcement around the world face the challenges they encounter daily by developing products that protect lives, preserve truth and accelerate justice. Since its inception, Axon has been able to save nearly 300,000 lives from death or serious injury around the world. In Latin America, safety and security are hot topics considering a significant number of its cities are ranked as some of the most dangerous in the world, and part of Axon’s expansion strategy includes Colombia, Mexico and Brazil which feature cities in the ranking. Axon called upon Dialogue, with its expertise in B2B tech comms, to flesh out a strategy for the LATAM market to help introduce and position the brand, as well as its products and solutions among key media.

THE WORK

During this launch phase, Dialogue developed a multi-country in-person workshop proposal that would introduce the company to key top tier media outlets, as well as showcase its innovative products and solutions through a dynamic hands-on approach. These sessions included a presentation by Axon’s spokesperson and an in-person demo of some of the devices so that attending media could try them out. Dialogue oversaw all logistics, media invitations, confirmations, media collateral development, interview management and on-site coordination.

THE RESULTS

These insightful workshops were attended by 15 journalists from tier 1 LATAM media outlets, resulting in a dozen placements that included key elements from Axon’s presentation, with a reach of over 100M, including TV and radio appearances. Journalists commented how this was a fresh, new, and interesting experience for them and showed interest in how technology is impacting and improving security around the world.