Looking for something more taboo than a NSFW website? Try talking about texting and driving.
Finding the audience and platforms for this radical piece of tech was the core challenge we were handed. An android-only solution to texting and driving, Zerotouch was also both software and hardware, presenting some hurdles in getting through to Logi's ideal consumer.
We conducted extensive market research studies to identify the right target audience, and to determine how and where to connect with them once the product was released. Using insights about their lifestyle and buying habits, we created a blueprint for the product launch.
Our launch campaign was designed to get tech-savvy drivers excited about using Zerotouch. To dodge the inherent elements of taboo and fear in these types of conversations, we created charming, illustrated characters which anchored the messaging across multiple platforms.
“Sure, you could argue that a smart car can do all these things without a mount. But you know what else is smart? Hanging onto the car you’ve already got.”