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Home For The LogiDays
Background
Logitech designs products and experiences that have an everyday place in people's lives. Their product range includes computer keyboards, mice, webcams, speakers, headphones, gaming accessories, and various other devices designed to enhance the digital experience. Around the holidays, Logitech begins "LogiDays" to promote holiday shopping and sales. In the US approximately 54% of college students return home for the holidays while continuing to do school work online.
Role
Strategist
Challenge
Create a visually captivating and socially conscious campaign that authentically connects with Gen Z in under 10 seconds.
Audience
As approximately 54% of college students return home for the holidays, there are feelings of anticipation and excitement for Gen Z college students during this time. As digital natives, this tech-savvy generation harnesses the power of social media to connect, share information, and foster meaningful connections, often laced with their signature brand of humor. Within this vibrant community, a group of remarkable individuals emerges - the tech-savvy content creators and ambitious scholars who rely on technological resources to excel in their pursuits. As they prepare to embark on their holiday adventures, Logitech emerges as a trusted companion, offering a wide array of products designed to enhance their holiday content creation and studying endeavors.
Insight
Gen Z has a humoristic approach to coming of age, the use of new technologies, and how both of these affect their daily life.
Strategy
Playing into the humor Gen Z uses on Tik Tok, our social campaign will highlight the Brio 500 camera and Litra Beam utilizing relatable comedy. Also tapping into the expected emotions that arise during the holidays, our campaign will appeal to Gen Z as well as other generations. The concept uses the trending phrases “POV” and “expectations vs. reality” to showcase how you can use the Brio 500 and Litra Beam in different ways. The Tik Tok will begin with the expected use of the camera and light, followed by the reality of how Gen Z consumers will use the products while they are home for the holidays.
Execution
See the live video on Logitech's TikTok here!