GLOBAL LEADER
Logitech is a global company, leader in computer peripherals, gaming, video cameras for business and home.
For more than thirty years Logitech products have helped people to communicate through information technology, and now through music, games and video.
The short story
Brand: Logitech
Situation: More than Mice
Objective: To change the perception of the company as the producer of office peripherals
Strategy: Rebrand Logitech as a gaming and music company
Results: Significant increase of lifestyle media coverage and heightened presence in music and gaming conversations online
More than Mice
The perception of Logitech as a boring producer of computer mice, keyboards and web-cams does not align with the company's business strategy.Today, Logitech is one of the world's leaders in the gaming sphere, mobile music and video conferencing systems – something that Russian consumers need to discover.
To change the perception of the company as the producer of office peripherals
Our goal was to completely change the idea of Logitech - from an office peripherals supplier to a “cool” producer of music devices and professional gaming accessories as well as great and stylish office “assistants” that seamlessly and invisibly integrates technology into our lives.
Rebrand Logitech as a gaming and music company
We developed an integrated marketing strategy employing Public Relations, Social Media and Experiential Marketing. Key activities include building active Logitech social media communities with loyal fans and brand advocates, strategic partnership with life-style and gaming brands and harnessing key opinion leaders – from professional gamers to Argentine tango dancers.