Penn Elcom

Taking the world stage with a global first

Superior brand-building through thought leadership on a global scale to showcase an innovative new product among both commercial sectors and consumers to drive sales.



Global digital audience


Increase in sales


Media articles generated across four continents

The Challenge

Although internationally recognised for its flight case hardware, world-leading steel manufacturer Penn Elcom faced challenges in driving awareness of its new, innovative Penn Parcel Box and the solution it presented for consumers, e-commerce and logistics. Following the coronavirus pandemic, this became crucial as the core business was heavily impacted. However, the company had no reputation or international media exposure in the relevant sectors to drive sales.

marketing PR strategic counsel expertise Kent Sussex London

The strategy

Sharp Minds introduced groundbreaking and award-winning thought leadership by designing, creating and launching the world’s first parcel theft report, surveying 2,000 people in five territories. The report revealed growing global consumer concern, which retailers and couriers needed to address to retain customer confidence. 

The 30-page report allowed Penn Elcom to alert the world to the rise in parcel theft, initiating discussion and proactive collaboration about changes required within the logistics sector, whilst driving sales and building brand recognition for the group. Sharp Minds planned and executed a global PR campaign to generate visibility for the report’s findings and the Penn Parcel Box as a consumer and commercial solution, supported by digital, social and video marketing.

The outcome

Penn Elcom obtained brand recognition across the world, which led to discussions with major retailers and couriers as well as crime experts.

Sharp Minds generated 76 pieces of positive coverage in the media across the four main countries and 13 in Tier 1 press, which included The Independent, The Mail on Sunday, Bloomberg, Daily Mail, The Wall Street Journal, Los Angeles Times, Arabian Post, with a digital circulation of 230m+. This coincided with web site traffic increasing by 137% during the course of the campaign and sales increasing by 118%.

marketing PR strategic counsel expertise Kent Sussex London

Go deeper

For a deep dive into this project, read our full overview