Taking on the mobile status quo


British smartphone manufacturer Wileyfox had a critical and consumer hit with its first handset: the Swift. Our challenge was to make the launch of Wileyfox's latest range reflect its disruptive brand message and create a distinctive space for the products in a crowded marketplace – and in the absence of above the line promotion.

To ensure the right PR results, MSL created an immersive launch event that brought the brand's individual and stylish personality to life.


An industrial warehouse space was dressed to look like an Instagrammable fox's den. Tech and lifestyle media were invited, along with photographers, models, celebrities, musicians, bloggers and vloggers.

As well as a tech launch introduction to the new phones, attendees were entertained by DJs, a graffiti artist and magician Dynamo and could have their phones customised by an engraver. The launch was followed by intense press office activity, ensuring launch coverage and phone reviews in all target media.

200 Pieces of coverage
350m Combined circulation