Finding the audience and platforms for this radical piece of tech was the core challenge we were handed at Sideways. 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.