That’s what happened when Logitech designed a limited-edition Color Collection of mice that looked like anything but. It was the first time the designs for the annual series weren’t purely abstract, and the marketing was going to look different too.
Historically, the Color Collection was an impulse purchase, with vibrant designs on an opening price point mouse and a retail-focused strategy. They weren’t on the list heading into the store, but there was a low barrier to walking out with one in the bag.
We wanted the impulse to strike before consumers walked through the doors.
In order to do that, we turned characters into personalities. We designed a digital, social and retail campaign that gave each mouse a voice, and an attitude. They introduced themselves. They flirted. They made outrageous claims. They had awkward moments. They had fun.
Oh, and they flew off the shelves with a 42% increase in global Color Collection sales vs. the prior year.
At retail, the mice said hello and explained their individual differences.
In social media, the mice proved they weren't novices when it comes to marketing. All you need is a strong claim and a great legal department.
In digital media, the cast of characters let their personalities come through in what seemed less like an ad and more like the beginning of a conversation.
On Logitech.com, we even had a little bit of fun with how the mice communicated battery life.
Art Direction - Brenna Vaughan & Loren Zaitz
Writing & Creative Direction - Terry Stewart