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Challenge: The launch of AEON marked Hexagon’s first-ever entry into the humanoid robotics market, making it a defining strategic milestone for the business. The brief was to use the launch moment to cut through an overcrowded, hype-driven robotics media landscape, clearly differentiate AEON from consumer and sci-fi narratives, and establish Hexagon as a credible, authoritative leader in industrial robotics. This required meticulous preparation of messaging, spokespeople and proof-points to ensure AEON landed as a serious, category-defining innovation built for real-world work.

Approach:

- MikeWorldWide delivered a tightly controlled, media-first launch programme designed to build credibility, ignite global interest and sustain momentum well beyond the reveal. Rigorous message development underpinned the approach, supported by thought leadership and an always-on media programme
- A disciplined messaging framework and FAQs to ensure consistency and confidence across all spokespeople
- A globally coordinated media launch at Hexagon LIVE, centred on a world-first live autonomous demonstration that provided undeniable proof and a compelling news hook
Structured global media outreach, including broadcast interviews to shape coverage from day one and secure high-quality, authoritative reporting
- Ongoing global PR hub coordination, rapid-response commentary and content deployment to maintain visibility and drive sustained engagement post-launch

Impact:

- 1,800+ global media articles secured following launch, including 1,600+ in the first week alone
- 72% of all coverage positioned Hexagon as an expert shaping the future of industrial robotics, significantly above B2B tech benchmarks
- Major tier-one and broadcast coverage, including Bloomberg, Sky News, Fast Company, The - - Standard and leading global engineering and technology titles
- 42 media articles directly quoting Hexagon spokespeople, reinforcing authority and message pull-through
- 180 commercial leads generated in launch week, alongside strong ongoing inbound interest from global partners and industrial buyers