SITUATION

Zensys’ Z-Wave RF Technology for wireless home automation was well established with manufacturers who used the Z-Wave interoperable chip in their products. Consumers, however, were unfamiliar with Z-Wave technology and its benefit to them.

CHALLENGE

Create an “Intel Inside” branding program that calls attention to the benefit of using Z-Wave technology and steers consumers to Z-Wave Alliance Partners’ products.

SOLUTION

The brand promise of interoperability was simplified to “Speaks Z-Wave.” The Hayden Group developed a suite of logos for use on the products, on packaging, displays, web and collateral. The product logos had to be reproduced as small as 1cm.

RESULTS

This program was launched on a fast track for the 2007 holiday season with packaging guidelines going to manufacturers. There is also a “Z-Wave Spoken Here” retail merchandising program to drive purchase of products that “Speak Z-Wave.”