Issues
Chip and PIN had been in widespread use for almost twelve months. With this came the danger of abuse of the system via cloned cards, card not present activity and the threat of shoulder surfing. While cloned cards and card not present crime was producing high profile media stories, shoulder surfing was as yet not high on the media's agenda. In 2006, Secure Access Solutions launched its ViewSafe PED Cradle into the UK market.

Challenge
Secure Access Solutions was an unknown company with a new product in the competitive retail and banking security market. Vitis PR was selected to build awareness of Secure Access Solutions ViewSafe PED.

Campaign
Secure Access Solutions had secured a successful pilot with Boots and a licensing deal with market leader Ingenico. Stories featuring "ViewSafe Technology" have run in the Financial Times and BBC Midlands. Vitis PR used this pilot story to target retail and card media. Vitis PR identified key retail, card and security media and conducted the following activity for Secure Access Solutions:  

• Edited Boots pilot announcement, drafted backgrounder and press pack
• Researched key media
• Issued announcement and followed up to secure telephone briefings
• Co-ordination and hosting of briefings
• Scanned national broadcast and print media to develop a list of journalists who had covered Chip and PIN frequently  
• Targeted The Observer's personal finance team which regularly commented on Chip and PIN
• Targeted BBC in Cambridge where the Boots trial took place

Results

• 11 pieces of coverage secured in one month including The Observer, Retail Week, Forecourt Trader, Convenience Store, BBC Cambridgeshire Radio, BBC Look East and Fraud Watch
• Raised awareness of Secure Access Solutions in relevant retail trade media
• Associated Secure Access Solutions with a solution to Chip and PIN crime