Comfort and ergonomics are crucial during extended desk work. However, when people hear the term "ergonomics," it often invokes negative feelings such as "intimidating", "clinical", and even "weird". Women, in particular, feel this way, which means that Logitech was missing a significant portion of its ergonomics market.
Well, it was time to change all of that as we sought to blow off the dust, and breathe fresh life into Ergonomics through the launch of our new ergonomic vertical mouse — Lift. We set out to do two things: one, introduce and raise awareness around the unfamiliar 'vertical mice' product category. And two, humanise ergonomics through our contagiously positive Lift Yourself Up campaign - making the category more approachable, desirable, and ultimately, changing the way people looked at ergo solutions.
LIFTING ERGONOMICS TO HIGHER HEIGHTS
With real stories at the heart of this initiative, we not only created a vibrant, uplifting user-led campaign that spoke to those authentic experiences, but also, one of the most successful new product launches in Logitech to date.
Awareness around the category could be seen as brand perception increased with "comfort" and "ergonomics" becoming some of the most searched keywords along with "Logitech".
Efforts to redefine the relationship women have towards ergonomics helped both expand the business and drive conversion as we saw a significant increase in women buyers on both DTC site and e-tail partners.
We also saw one of the highest level of engagement for any Ergo campaign within the company, with the media shining a feel-good spotlight on our Lift Yourself Up campaign with mentions in the likes of Vanity Fair, Women's Health, GQ and more.
HUMANISING THE ERGO CATEGORY
While still preserving the sophisticated vibrancy that breathes through Logitech, we created a unique identity for the platform by shedding the clinical image of the category and replaced it with a more welcoming ‘human’ ergo image:
○ Feel better. Do Better. Capturing the feeling of wellness at every touchpoint of the creative through use of beautiful sunlight, demonstrated comfort and all-round positive vibes captured, in both film and lifestyle photography, in and around the workspace.
○ Positive Problem Solving. Intimate photography of our people and their hands serves both as a visual device to ‘positively’ highlight common pain points experienced in the desk life (i.e. CTS, muscle strains etc.), and to communicate the product benefits that solves these issues.
○ Fit to Comfort Type. An extensive graphic system was designed for our dynamic, free flowing 'ergo' typography that fit snugly to the shape of the hands to convey comfort, as well as complementing Lift’s organic shape.
○ Science Repackaged. We crafted a tone of voice that helped present the science behind the ergonomics in a fun and approachable way that both aligned with Logitech’s playful personality and spoke to our audience.y and its persona. Not only did this allow us to visually connect the different ‘spaces’ together, but expanded to complement the brand, product and thriving in vibrant interactions.
○ Cultural nowness. Animated emojis, GIFs and highly stylised photo bursts - the campaign was packed full of relevant social-first bite size goodies that were based on real Gen Z social behaviours and a celebration of their unique digital language.
OUR GOAL WAS TO DRIVE A REAL CONVERSATION ABOUT WELLNESS.
While our real women shared their stories, our social-focused rollout plan made the most of the assets and real user testimonials in breathing new life into the category, building trust for the brand, and starting a dialogue around comfort and wellbeing at the desk. The interviews themselves garnered 2.7m views on youtube alone, whilst the user testimonials, reviews, ergo claims and tips helped drive conversion and reaching genuine customers.
The experience of each component was designed specifically with the end user in mind - from a presenting key ergo topics / benefits in a simple, vibrant and youthful way, to making a real connection to our underserved audiences, and ultimately changing the 'not for me' into 'for people like me'.
Kafai Mak, Creative Direction, Strategy & Art Direction
Jules O'Brien, Creative Direction, Strategy & Copywriting
Taryn Paterson, Creative Production