Kitt Launch Campaign
Role: Art Direction, Copy Writing and Interview Questions, Digital Asset Design and Edit Collaboration.
TTS were developing a in class learning companion robot and needed to create a compelling launch campaign to explain the product and to generate a desire from educational professionals to embrace this aid for 21st century learning.
Key benefits on launch.
Distilling KITT down into the key benefits was important to engage the correct audience early - once their interest had been piqued by the tease phase of the campaign.
It was essential that teachers and educators understood that KITT would make their lives easier and allow them to better teach the different levels of ability within their classes and also encouraging the children to have the confidence to ask for more information without embarrassment.
Art Direction
During the ideation phase I decided that it would be really impactful to create two distinct styles for Kitt (one for the ‘tease’ phase: dark, moody, mysterious and one to ‘reveal’ Kitt on launch. I wanted to keep the colour palette really stripped back and minimal to refer to two well-known ‘tech styles’. Below are the two mood-boards for pre-launch and launch. All assets which were created worked from this fundamental theme.
Pre-launch - ‘tease’ phase look and feel.
Launch - ‘reveal’ phase look and feel.
Pre-launch ‘tease’ phase.
As this was such a new and revolutionary product for TTS they wanted to create interest at an early stage before the product was actually available. So we decided to create a pre-launch phase to the campaign, taking a steer from the kind of tease campaigns the likes of Apple undertake, we wanted to pique the interest of educators and get them wondering what it was all about.
A bespoke landing page was created which matched the campaign phases as they changed. All campaign activity (social, emails, print etc.) led here.
Social Tease Videos
Talking Head Interviews
We felt it was important that the product designers and developers were the people to explain and launch this product to educational professionals. So I developed a set of interview questions to encourage the product designers to talk naturally about KITT but to follow a specific narrative and cover the key points in layman’s terms.
