FOR VERY
ACTIVE
PEOPLE.
Client: Blueair | Category: Brand concept
A launch to the world's widest target group: everyone who breathes.
Air purifiers were first invented to make life bearable for asthmatics and allergy sufferers. Several decades later, most still look like healthcare products – too depressingly medical-looking to consider having one at home. Which is unfortunate, because research proves most of us would actually love to have a home air purifier, as indoor air can be a hundred times dirtier than outdoor air (source: Environmental Protection Agency and European Commission).
When Swedish Blueair asked us to globally launch its new, slickly designed Blue air purifier series, we knew it was perfect timing.
KEY EMOTIONAL DRIVER
However good it looked, talking about the new Blue’s design alone wouldn’t be compelling enough. And scaremongering about poor health is a turn-off. Instead, we positioned the air purifier in a way that’s relevant to most people’s everyday lives: a new way for health-conscious people to improve their quality of life at home. And looking so good, it made a nice conversation piece in the living room.
IMPACT
With global campaigns, we repositioned Blue from a product for the sick to a product for the healthy (and wants to stay that way). We created a rebel in the category both in terms of target group and attitude, with an energy-filled personality that permeated all communication.
