Introduction of the smart nursery

Challenge

The challenge was how to differentiate Motorola’s smart nursery products from the typical connected home category in-store. We knew we had to establish a relationship with parents-to-be who may well not already be interested in the connected home category.

Our objective was to establish a new branded category in baby departments and specialist stores.

Solution

Our team undertook significant market research, both in-store and on-line into nursery interior design and current trends. Our comprehensive research helped us identify the language we needed to use when engaging with parents-to-be in store.

Our designers used a completely different language to differentiate the display from the usual consumer technology displays found in-stores.

We presented a range of nursery solutions which are smart on their own or work even better when linked to other products.

We created a series of ‘read our stories’ which provided real stories of parents who had benefitted through use of the eco-system. The parent’s stories concluded that better sleep patterns and happier babies make more confident parents.