Checkpoint Systems GRTB 2015

Brand Overview

Checkpoint Systems is a global leader in merchandise availability solutions for the retail industry, encompassing loss prevention and merchandise visibility.

They most recently joined forces with Ernie Deyle, an independent and leading global expert in the field of loss prevention, and employed a research and analytic tool, The Smart Cube, to produce The 2015 Global Retail Theft Barometer.

Challenge

Checkpoint engaged Heard Agency to launch The 2015 Global Retail Theft Barometer report to a range of leading media channels across the country to increase engagement.

As the first and only global research on the cost of shrink, comprised of shoplifting, employee or supplier fraud and administrative errors, a strong positioning of the report in the marketplace is essential.

Solution

Heard conducted an extensive media campaign spanning two months to assist in the launch, commencing with a full day of pitching. This included conducting media coaching for Checkpoint staff and an ANU criminologist and the full production of a video news release in a matter of days, which assisted in securing interviews. Heard then followed up as Christmas neared, pitching new angles and locating extra footage, driving further coverage.

Result

After launching in early November, Heard achieved a large story in Channel 9’s A Current Affair, plus interviews with The Herald Sun, 6PR and Radio National. This was in addition to widespread trade coverage.

In the lead up to Christmas, additional coverage was achieved in The Advertiser and on Channel 7 News Melbourne and Sydney.

  • 19 pieces of coverage
  • Total reader impressions of more than 8,000,000
  • More than $300,000 in total PR value for coverage obtained
  • ROI of 30:1