Logitech ANZ's go-to-market strategy for the Casa Pop-Up Desk, developed in collaboration with creative communications agency partner UMM, has been recognised as best practice globally by the company. The Casa Pop-Up Desk, a new product category, is one of the first innovations post-pandemic with a mission to enhance productivity and facilitate hybrid working in new, better, and healthier ways.

The product was launched in test and learn markets, ANZ and UK, last year. UMM was enlisted to develop a 360º communications campaign targeted at hybrid working Millennials and older Gen Z’s. The campaign included market research across ANZ, social media, digital advertising, and a strong ANZ influencer marketing campaign featuring lifestyle and productivity creators. A brand partnership with Australian luggage brand July was also part of the strategy.

Logitech marketing secured a record number of POS locations within seven key retailers, supported by digital screen takeovers in Westfield Shopping Centres, with a physical pop-up store, the Casa Cafe, in Auckland, New Zealand. Campaign highlights included a sell-out pre-order campaign, 15.3M PR reach, over 3.3M social impressions, and the most engaged brand partnership placement in The Daily Aus newsletter history at the time.

"We weren’t sure of Casa’s success as most people didn’t even know they needed it," said Marisol Vargas, Senior Cluster Category Manager – ANZ. "We were thrilled with the response to the Casa Pop-Up Desk, and where we landed with our marketing strategy."

"We didn’t need to prove people loved working from home, but we needed to understand how they worked from home," added Nikki Stevens, UMM’s Joint MD.