Campaign overview

In June 2018, Europe’s largest energy storage system using electric vehicle batteries went live at the Johan Cruijff ArenA in Amsterdam, thanks to the work of Eaton, Nissan, BAM and The Mobility House. The battery storage system was implemented to provide a more reliable and efficient energy supply for the stadium, its visitors, the local community, and the Dutch energy grid.

Teams from across 7 countries worked seamlessly to put on a press tour of the Arena, so journalists could see the energy storage system in action.

What we did

The UK, Italian, French, Dutch, Spanish, Finish and German PR teams sent 27 journalists to Amsterdam and managed 16 interviews with Eaton spokespeople.

As well as the press tour, the wider Hotwire and Eaton teams worked across 16 different regions to pitch an additional 150 national, trade media and social influencers to raise awareness around the event. The local team on the ground in Amsterdam was critical to the success of the multi-national press tour.


As a result of our media relations campaign, we secured 220 pieces coverage, including coverage in top publications such as Wired.IT, La Stampa, La Monde and Gizmodo. As such, Eaton’s brand and innovations are becoming increasingly celebrated in the power management and energy sectors.

"“Hotwire took a truly international approach to organising the press tour in Amsterdam. This allowed Eaton to tell a great story around innovation, brand partnerships, and customer success to top tier media across the European region – in the most efficient manner possible. Our spokespeople enjoyed the experience, and the message pull-through in coverage across the region was impressive.”"
Vera Grishchenko, PR Manager, Electrical Sector EMEA