Background

Livescribe created a smartpen that records audio and syncs it to what you write on paper. An amazing product, but they had no launch strategy, no branding and their smartpen didn’t fit an existing product category.

Foreground

Traction hit the ground running. We identified college students as the low-hanging fruit—we actually sat in on college classes to observe the students in their natural habitat. We developed the core insight for their brand—with the Livescribe Pulse Smartpen, you’ll never miss a word. We then launched the brand across every touch point from product identity to TV, viral video, Facebook, online advertising, e-commerce, point-of-sale and even an online community where people can share “pen casts” created with their smartpens.

The Word’s Getting Around

We crushed every goal set for the campaign. We went from 0 to 24.5% awareness in just eight months. Livescribe sold more than 100,000 pens at a $149 price point in the first holiday season alone.

Not too shabby for a product that no one knew they ever needed.