Philips - Illustrating the proposition

The task

There is often a big push to get marketing and sales collateral in place when a new technology or new company launches, but maintaining those materials to keep them fresh and relevant can be difficult. This is exactly the situation Philips found itself in after the launch of the uWand remote control technology.  

The solution

As a result of an existing relationship with Philips, the Babel team were brought in to revamp all of uWand's marketing tools including the company website, marketing brochure and sales proposition.

Babel recognised that the key benefits and use cases of the technology were not clear so, working directly with Philips, the team revised the terms and language used to describe the uWand technology. This meant defining a new category of 'remote touch' technology that could be used to describe the fluent 3D gesture control and direct pointing capabilities offered by uWand.

By focusing on why uWand is relevant to the growing smart TV environment and the ways it enhances the user experience for navigating and interacting with VoD and gaming content, Babel was able to simplify the uWand story and elevate the technology's differentiating features.

The result

The clarity of communication means the 'remote touch' category of technology is now gaining recognition among the industry and press with publications including the Wall Street Journal referring to it.