Launching the world’s first family robot

The Challenge: Launch Jibo, the world’s first family robot. It was clear that Jibo was an impressive product with an amazing pedigree, but we would need to get people to join us in a futuristic journey and ultimately believe in the benefits of social robotics to the connected home.
It also required consumers (and media) to make a leap of faith based on the gap of 15 months between pre-order launch and product availability.

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Highwire took action

Introduced and validated Light's new breed of never-before-seen imaging and optics technology. It was critical to take the story beyond the wow factor of the product and highlight the vision and potential of the technology.

Launched the product with a relatively long runway (six months) and created a technology innovation narrative early without hinting at the direct-to-consumer product.

Developed a narrative that went deep on the magic and innovation, pushing beyond the typical direction done around new CE products.

Pulled back the curtain on key executives to build market, photographer and consumer trust prior to launch, while securing media opportunities to spotlight their experience and talent.

20

Media
pre-briefings

100+

Original pieces of coverage
within 72 hours of launch

1M

Website visits -
sold out within 48 hours

Fantastic story placements

Light's exclusive feature in MIT Technology Review revealed the technology and resulted in 10 additional pieces of coverage in key photography, tech and consumer publications.

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