Undertow Media homes in on hybrid working with new Logitech campaign

Global tech company Logitech has chose New Zealand as one of the first countries in the world to have access to its new Casa Pop-Up Desk. Auckland-based PR agency Undertow Media orchestrated the launch with an integrated campaign across an event, consumer activation, social media, influencers and PR.

Kiwis lead the global hybrid working trend with nearly 70 percent opting to work from a mix of home, the office, and on-the-go, but a massive 83 percent are unhappy with their set up when working away from their desk.

Enter Logitech’s Casa Pop-Up Desk – an all-in-one book-like desk setup comprising a wireless keyboard and intuitive touchpad that transforms into a sturdy and ergonomic laptop stand and then folds away when work is done.

Together with production studio, Blink, Undertow Media conceptualised and launched The Casa Café – a pop-up store experience in Britomart’s Pavillion at the Spacefor showroom – inviting the public to experience Casa in key themes of working while travelling, at a café, at home and at the office.

Partnering with Apple reseller Ubertec and Allpress Espresso, The Casa Café was toasted by a who’s who of Auckland’s social and media scene on launch night, before opening to the public for a limited time for customers to experience Casa alongside a free coffee hit and other retail offers.

Victoria Cooper-Smith, senior account director at Undertow Media, says the pop-up was perfect for people to touch and try Casa and see how it integrates into their work life: “Casa is one of those products you never knew you needed until you see it in action and how easy it is to transport, fold out into a desk and then fold away again once you’re done. It’s simple innovation that makes total sense.

“Feedback from The Casa Café pop-up is that people have seen it all over social and they had to come and try it for themselves, and they like what they see.”

The pop-up was supported by social media advertising, a 40-strong influencer programme and a ‘Hybrid Hustle’ survey of 1500 Kiwis and Aussies about the whys and wherefores of WFH, with the data hitting the news alongside Wellington-based ‘flexpert’ Gillian Brookes offering her insights and tips on how to make the best of hybrid work models.

Says Brookes: “It’s evident that Kiwis want more choice about where and when they work, so product developments like Logitech’s Casa are crucial to fostering a positive future for the hybrid movement – and one that doesn’t sacrifice productivity or wellbeing.”