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11 January 2011
Related targets the senior citizens
The Swedish mobile phone manufacturer Doro, who is behind a series of mobile phones for seniors, has developed a text message guide to the inexperienced, older mobile users who would like to learn to text with their children and grandchildren. To get the message out in as many media as possible, the guide was presented together with a new product in a press release, which was followed up by personal media contact.

Research institute Synovate has made a study for Doro that shows that although mobiles are common among seniors, only one in three mobile users between 65 and 74 years are using the text message feature on their phones. Therefore, Doro decided to develop a user-friendly and free text message guide designed to help seniors get in touch with their relatives through text messages. The guide can also be used by relatives who want to teach the older family members how they read and write text messages.

PR efforts with two angles
Related translated and versioned the original English guide into Danish with Danish images and text. The guide describes in words and pictures - and key to key - how the user writes and sends a text message, opens and reads the messages and makes smileys. The text message guide can be found on Doro’s website.

- Despite the good intentions behind the guide making PR for it is a challenge, because Doro is a commercial player on the market. So to reach a wider audience we chose to hook it up to Doro’s most text message friendly cell phone - the Doro PhoneEasy ® 332gsm. This model has a direct text message key and had just come on the market with a new model, explains Mette Louise Ohana, Communications Specialist in Related.

With both the how-to guide and the product launch in the same press release, there was something for both the news media with consumer focused articles as well as the magazines, which often focuses on products. And at the same time the new product could pave the way for mentioning of the text message guide.

The press release was sent out broadly to the media, and the following media contact to magazines and media for the elderly opened up for fine coverage of both the new telephone and the text message guide in a variety of media aimed at senior citizens and their relatives.

See the new text message guide here (NB! In Danish)


About Doro

The Swedish company Doro focuses on developing, marketing and selling telephone products designed especially for the globally growing market of seniors. The company is especially well-known for producing mobile phones with large keypads.

Doro has more than 38 years of experience in telephone production and the products are sold in more than 30 countries on five continents. This makes Doro the leading brand in user friendly and simple mobile phones.


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