Riello UPS Ltd


In 2015, Riello UPS was chosen ahead of its European counterparts to launch the group’s first modular product, the Multi Power UPS. Active Profile led the creation and delivery of a five month integrated PR and marketing ‘Make Mine Modular’ campaign for Riello UPS Ltd.

Working with Riello UPS Limited’s marketing manager, we used a multi-channel approach using digital and print mediums to generate excitement in the market for the new product, culminating in a ‘big reveal’ at Data Centre World, where the Multi Power UPS was officially unveiled to data centre and IT professionals for the first time.

We created a compelling modular story for Riello UPS Ltd focusing on a two phase campaign approach – ‘It’s Coming’ and ‘It’s Here’. Driving market awareness of the benefits of Modular UPS technology through multi-channel approach.


Eircom Data Centre.
Photo Chris Bellew / Copyright Fennell Photography 2015


editorial features


increase in social engagement


increase in footfall on DCW stand



  • Created a buzz around the product launch, maintaining momentum and interest through an online competition and social media presence
  • Attracted a mix of public and private sector data centre professionals directors to the Riello UPS Ltd stand from across the UK.
  • Secured and fulfilled 10 editorial features in tier 1 target media positioning Riello UPS Ltd’s general manager Leo Craig as a respected and knowledgeable industry figure.
  • 21 additional pieces of target media coverage.
  • Received 100% positive feedback from key media and stakeholders on media launch.
  • Increased data acquisition by attracting 219 new company entries to the ‘It’s Coming’ competition.
  • Significantly increased visitor traffic to the Riello UPS PR website.
  • 458% increase in Twitter engagement whilst attracting over 50 key influencers as followers.
  • Created a 20% increase in followers for Riello UPS Ltd company LinkedIn page.
  • Received 100% positive feedback from media at Data Centre World.
  • 50% increase in footfall on Riello UPS Ltd stand compared to 2014.
  • Campaign raised market perceptions of the Multi Power UPS, helping it to win the ‘New Product Innovation’ award from industry analysts, Frost and Sullivan.

What the client said…

''Data Centre World was a great event for us, backed up by a fantastic campaign from the Active Profile team who have all worked so hard to help get this off the ground. We’ve had so much great feedback and so many positive comments about the coverage, the campaign in general and our presence at Data Centre World overall, and none of it would’ve been possible without your contribution. We’ve always had a good relationship over the years, but over the last few months the team have outdone themselves in terms of driving this forward for Riello UPS. From a personal point of view, I could not have achieved half the things we set out to do without their assistance. They doggedly pursued the best opportunities and produced lively, engaging and technically advanced content that has really helped lift our profile in the industry. I can’t thank you enough, and look forward to producing lots more excellent work together in the future!''

Rebecca Blackwell, marketing manager, Riello UPS Limited