Tecnología B2B · Spain
A disruptive technology with no presence or recognition in Spain that needed to gain visibility in the right media from day one.
Future Motors arrived in Spain in 2022 with a genuine value proposition that was difficult to communicate: smart electric motors with data analytics designed to accelerate the energy transition for businesses in sectors such as buildings, logistics and food. The challenge was not just to secure media coverage — it was to secure high-quality coverage in both the general and specialist press simultaneously, with different news angles for each, starting from a position of zero brand awareness in the Spanish market.
The key decision was to structure the communication strategy around two complementary pillars: the launch event as a catalyst for immediate media coverage, and a sustained media relations programme designed to consolidate the brand’s presence beyond the launch.
A clear editorial segmentation was developed — generalist media, and those specialising in energy, B2B technology, real estate and sustainability — because the technology itself offered very different news angles depending on the audience. For sustainability media, the focus was on decarbonisation. For business media, it was on operational cost savings. For technology media, it was on the engines’ digital DNA.
Three key industry associations — ANESE, IFMA and A3E — were also brought on board to bolster credibility and provide access to specialist audiences that the media alone would not have reached.
The project began with the definition of the communication strategy and the organisation of the launch event, to which journalists from both general and specialist media were invited, with direct follow-up to confirm attendance.
In parallel, a creative programme of media opportunities was developed, tailored to the news agenda of the energy and sustainability sector. Interviews with company spokespersons and opinion pieces in specialist media were drafted and arranged, extending Future Motors’ presence beyond the launch coverage.
Collaboration with ANESE, IFMA and A3E enabled access to specific sector audiences and reinforced the credibility of the proposal in environments where technical reputation is paramount.
In its first month of operation, Future Motors went from being virtually unknown in Spain to establishing a strong presence in both the mainstream and specialist media, making its voice heard through interviews and opinion pieces.
