Launching a Groundbreaking new Air Quality Monitor in Style
tl;dr
- Origins (now known as “Kaiterra”) was a new startup, launching their first product, the Laser Egg – a smart, mobile, highly accurate and low-cost air quality monitor in Beijing.
- Influence Matters designed a launch event that would build the reputation of Kaiterra and make headlines for their first product in China and beyond, from the Embassy of Switzerland in Beijing.
- Over 20 local and international media attended the press event and generated tens of front page articles demonstrating the brilliance of the Lase Egg as the first inexpensive device to understand the air around us.
In a country known for serious air quality issues, there were no way for consumers to have accurate information about the air directly around them, at home or outside. Many monitors were either accurate but cost around $25,000 or cost around $10, however the information about the air quality was highly inaccurate. That is when Laser Egg came in, sub $100 AQI monitor people can plug at home or the office for immediate, accurate readings.
However, Kaiterra was a completely unknown startups founded in Beijing, and most people were unaware and uneducated about the importance of air quality metrics for their day to day life. We needed to build and spread awareness about the brand, the product and it’s use for people living in cities, on the tight budget of a startup.
Influence Matters proposed to leverage the Swiss heritage of Kaiterra, as one of the founders hails from Switzerland, and link the Laser Egg to the effort to understand our air better so people could aspire to breathe Swiss mountain quality air, anywhere.
We put together a content and media strategy a large the launch event which took place at the Swiss Embassy in Beijing, including the development of the story and all press material, and the invitation and handling of over 20 journalists representing local, expat and international press covering expat news, technology and business including SCMP, AP, Tencent, Sohu, China Daily, Leiphone and TimeOut among many other, giving them the “Swiss air experience”!
Tens of articles and hundreds of mentions of Kaiterra and the Laser Egg, praising the first ever air quality monitor that anyone can afford covered the tech news over the days following the event. Kaiterra instantly became known as the startup allowing citizens to take control of the air they breathe, jumpstarting sales of the Laser Egg. A few months after the event, the Kaiterra team received a call from Apple who would feature the Laser Egg in Apple Stores in China…
In the Press.
On social media.
What results look like
