CASE STUDY: CHECKPOINT SYSTEMS

Stealing the news

Every year Checkpoint Systems issues its GRTB the largest worldwide study of retail shrinkage. Storm’s task is putting Checkpoint’s authority in this area on the news agenda, using the report findings. To do this we review the report to identify the most newsworthy angles. We cannot sensationalise shoplifting but it has to be compelling enough for the media. So when one year showed a trend towards the theft of luxury goods, we built on this, linking it to stealing to ‘recreate pre-recession lifestyles’.

This drew out a more media engaging consumer angle from a technical study. With the news angles established we issue embargoed releases and set up interviews, with commentaries and in depth articles placed in key trade and business journals. The campaign routinely achieves blanket media coverage.

In 2011 it received over 600 items on one day; 22 broadcast items including Sky News, BBC Breakfast Radio 4 Today Programme Radio 5 Live and Talksport plus 16 national print stories, 29 national online pieces and 11 articles in business publications. At one stage it was the most-read story on msn.co.uk. The total circulation reached 40,678,480 and the equivalent advertising value was £813,504.15.

Checkpoint Systems