Known by older generations, less so by younger ones, Logitech had a big challenge when it came to connecting with today’s Gen Z. With the always-connected ‘digitarians’ growing up with touch screens and a unique culture in the digital space, a surprising many has never found the need for an external mice and keyboard before.
Enter POP Keys and POP Mouse - a vibrant new collection with customizable emoji keycaps and software - giving us the perfect opportunity to speak the Gen Z language. Using emoji-fluent storytelling, vibrant aesthetics, smart global influencer strategies, and a big serving of personality, we created iconic platform that broke boundaries between reality and virtual, and was just as expressive as the people we were trying to reach.
The push to redefine Logitech’s relationship to a younger generation lit the media on fire with mentions in Forbes, CNN, The Verge, Marie Claire, BuzzFeed and others. The brand found itself at the heart of a cultural conversation and became a symbol for self-expression in and around the desk space.
Our campaign came alive on Asia’s largest LED screens, in the densest Gen Z shopping areas in key markets in Asia. It also eventually found it's way to New York Times Square.
Brand perception improved dramatically, with a combined 830 percent increase in "young", “modern” and "trendy". All the goodwill translated into real results, increasing web traffic and sales significantly as well as opening up some exciting opportunities for the overall Logitech lifestyle category.
We carefully crafted a fun, youthful personality-led design system that not only worked as a cohesive family of assets together while each having their own unique identity. Some ways we achieved this includes:
● FN'ing cool. A playful and highly expressive tone of voice and naming system that allowed the 'Personality That Pops' to play on multi-levels on both product and culture side.
○ Dynamic vibrancy. We formulated an extensive color logic system for each colorway 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.
POP AROUND THE WORLD
While a separate influencer strategy for China helped Logitech reach the hard-to-reach, our influencer toolkit and ‘influencer gift box’ helped markets form their own influencer strategies, reaching tens of millions of people (11M in North America alone) and garnering a huge wave of personality-filled UGC across five continents.
Taiwan held influencer meet-and-greets, London hosted “Personality that Pops” weekend gallery takeovers encouraging Gen-Z to experience self-expression the Logitech way.
We watched Gen Z personalities POP around the world like never before from social media challenges on Insta/Tik Tok, AR filters, fashion and beauty videos, to original fan music and even AMSR.
Kafai Mak, Creative Direction, Strategy & Art Direction
Jules O'Brien, Creative Direction, Strategy & Copywriting
Taryn Paterson, Creative Production
Ben Fernley, 3D Art