CEDIA is the Custom Electronic Design and Installation Association, a trade body, representing member companies who plan, design, supply, install, integrate, conceal and control automated electronic systems to create modern, intelligent home. Wildwood PR’s brief was to raise the profile of CEDIA and its members in front of UK interior designers, specifiers of CEDIA member services, and hi-end consumers. CEDIA challenged Wildwood to unearth a truly special project from the 2012 Awards scheme which could be used to put CEDIA and CEDIA members front of mind with these audiences.
Working with the winners from the 2012 CEDIA Awards, Wildwood identified a £16.5 million property – winner of the Best Dressed Rack category – where the house was unoccupied and the property developer was open to the prospect of a dynamic PR campaign.
The house, a seven storey mews development in London featured an extensive and fully integrated smart home system, encompassing lighting, security, heating, data and communications, entry phone, motorised blinds and audio-visual system technologies.
The technology was beautifully integrated within the property's impeccable interior design scheme. Across its three underground basement floors, the house featured an impressive home cinema which doubles as a secure panic room, should intruders break into the property. In the second basement, a gym, sauna, jacuzzi are located adjacent to a concealed swimming pool which sits beneath a dance-floor space for 60 people. At the press of a touchscreen button the floor sinks automatically to reveal the pool, with the depth fully adjustable up to nine feet.
Wildwood knew that access offered the rare opportunity to bring media and interior designers face to face with the benefits of a CEDIA installed home, and arranged a bespoke tour. Wildwood also took the opportunity to make a film showcasing the home technology – the first time that a CEDIA award-winning project had ever been brought to life by video.
20 influential journalists visited the house during the campaign period.
Following the tour, Jonathan Margolis approached us for the opportunity to put together a dedicated video on the property for his Technopolis TV page on the FT How to Spend It website. ‘The Ultimate Automated Home’ was uploaded onto the FT How To Spend It site in March 2013 and has already amassed for than 77,000 views.
Wildwood’s own video of the property is hosted now on www.cedia.org and so far has received over 2,000 views, making it their most viewed video.
The two designer events attracted 80 interior designers, with positive comments on increased awareness and engagement from the designers who attended.
In addition, Wildwood generated extensive media coverage for the case study in B2B media including InDesign, Technology for Architects, Inside CI, Home Cinema Choice and Hidden Wires.