Out of Stealth

 

From Zero to World-Wide Awareness in a Few Months

 

About Intuition Robotics

 

Intuition Robotics is developing social companion robot that can positively impact the lives of millions of older adults by seamlessly connecting them with family and friends, making technology accessible and intuitive, and proactively promoting an active lifestyle.

Background

Intuition Robotics’ ELLI•Q, is an AI driven active aging companion that was created in collaboration with Yves Béhar, founder and principal designer of the award-winning industrial design firm fuseproject. Intuition Robotics worked on the product and technology for a long time in stealth mode, but when The Design Museum in London announced it is planning to showcase a prototype of ELLI•Q as part of its ‘New Old: Designing for our Future Selves’ exhibition, it was time to get into an accelerated mode in terms of introducing ELLI•Q and the company behind it to the world.

The Challenge

Well, the museum’s announcement gave us about two months to go from a company in stealth mode that has no website, no brand identity, no marketing materials, no marketing story or messages, or anything else for that matter, to a company that has all of this and more. Did we say accelerated mode already?

G2M Team was contracted to take over a nonexistent marketing operation and basically create everything from scratch, towards a hard deadline, two months away.  

What did we do ? 

Marketing assets from scratch - brand, messages, website and more

We started by refreshing the company logo and creating its brand and messages. We based the work on the team’s values and unique sales proposition as well as on a thorough competitive analysis.

Then we moved on to the product photography. As mentioned above, ELLI•Q was designed by a world-class design firm, thus, anything less than perfect was not an optionץ After a rigorous screening process we hired Shahar Tamir. We served as an Art Director on the set and Shahar did an amazing job making ELLI•Q look its best.

The next step was to build the company’s website. We worked on the website structure, specs., messages, content writing, team photography (by Lior Rotstein). Then we did the actual building of the website (using Squarespace), as well as implemented the technical infrastructure (Google and Facebook pixels, Google Analytics, forms, link to predefined MailChimp lists, etc.).

The Result: www.intuitionrobotics.com

The most important part of the website was the ELLI•Q landing page and the challenge in this case was to drive people to sign up to ELLI•Q’s waiting list, while the product launch date is vague. After we planned the desired funnel, we structured the landing page, wrote the texts and decided on the best call to action and placed it in the right location on the page. Every click was measured, so we could easily optimize the funnel in real-time.

 

 

The most important part of the website was the ELLI•Q landing page and the challenge in this case was to drive people to sign up to ELLI•Q’s waiting list, while the product launch date is vague. After we planned the desired funnel, we structured the landing page, wrote the texts and decided on the best call to action and placed it in the right location on the page. Every click was measured, so we could easily optimize the funnel in real-time.

We also started a blog for the company and wrote two blog posts before the unveiling of the company and ELLI•Q..

All was done with the purpose of having an established company with real marketing assets to back ELLI•Q when it’s introduced to the world in London.

Gearing up towards a noisy launch - PR

Time was moving fast and it was time to start thinking about the launch week itself and the buzz we can create around the launch. It was time to start planning our PR outreach. As Intuition Robotics’s de-facto marketing department, the PR launch required some complexed coordination. The PR was to be focused around three geos: The UK (where ELLI•Q was to be introduced), the USA (Intuition Robotics key target market) and Israel (this is an Israeli company after all, and you don’t want to miss the opportunity for some local pride, as well as an opportunity to attract new talent). We had a PR agency in the US that we worked with that was to contact tier-1 media, we were in charge of contacting the Israeli media and long tail publications in the UK and US, and we knew that Fuseproject were also planning some PR activity around the introduction of ELLI•Q. We needed to make sure all efforts are well coordinated and leverage each other.

Let’s not forget that Intuition Robotics was still in stealth mode at that time, and wanted to keep ELLI•Q hidden until the launch date, thus, another challenge we faced was to keep all the press materials we created hidden, while making sure we have enough to share with reporters in order to pique their interest to cover us.

We wrote the launch press release and created a user-friendly press room, to provide reporters with a great user experience. Next, we reached out to the Israeli media outlets as well as long-tail media outlets in the US and UK, based on a comprehensive preliminary media research we conducted. We also continuously stayed in touch with all others that were involved in order to maximize the effort.

Finally, launch date arrived and the exhibition opened at The Design Museum in London. We were proud and excited that all the marketing infrastructure and materials were ready to go, as planned. The PR embargo was lifted and Intuition Robotics gained an impressive media coverage:


Thinking of the day after launch

Although we were facing a challenging timeline, we didn’t forget the day after launch, and made sure to use the launch and the fact that ELLI•Q is presented in a leading museum. We had a camera-guy on site to film people’s responses to ELLI•Q, as well as the Intuition Robotics excited CEO on the ground - these were later used for creating additional content for Intuition Robotics.

Summary

G2M Team’s vast experience, structured work plan and unbeatable execution methods allowed Intuition Robotics to emerge from stealth with a world-class launch in just two months, which in many other places will be considered a miracle.  The launch was super successful with an enormous media coverage, massive amount of traffic to the website and social pages, and a fast growing waiting list to order ELLI•Q.

After the launch we stayed on as Intuition Robotics marketing team and started dealing with establishing a constant presence for the company, positioning it as a subject matter expert and supporting its KPIs, beyond the successful launch.

Contact us

 

QUOTES FROM CUSTOMERS

Intuition Robotics

G2M planned and created all the marketing materials we needed for a successful launch, faster than we could ever imagine and without compromising the quality. G2M’s umbrella of services is exactly what startups need!

Dor Skuler

Exampal

G2M practically established our marketing operation, taking the lead and executing around all the marketing buckets that were critical for our KPIs: Content marketing, email marketing, lead generation campaigns, SEO, conversion optimization and more. The results were immediate.

Oren Jackman
Co-Founder and CEO / Exampal

SafeDK

G2M manages all our marketing activities. Starting with our strategy and branding, setting KPIs, through infrastructure automation and our customer management system, running our social channels, blogging / messaging and every other marketing related activity. Flawless execution, admirable dedication, great results. Highly recommended team.  

Orly Shoavi
Founder and CEO / SafeDK

Infinity AR

G2M is a priceless extension of our team, for both strategy and execution, all in one. They are our genie in a bottle!

Motti Kushnir
CEO / Infinity AR

INSIGHTEC

G2M gives us expert marketing, versatile skills, and full flexibility – exactly what a startup needs!

Xen Mendelsohn Aderka
VP Marketing / INSIGHTEC

Spikko

G2M is our focal point to all app marketing needs. They just know all there is to know

Shai Benarzi
Founder and CEO / spikko

drupe

G2M is the optimal solution for a mobile app startup taking its first steps in the B2C industry

Barak Witkowski
Co-Founder & CEO / drupe

Ginger Software

It's great to have someone who keeps asking the hard questions, and searching for better solutions.

Maoz Shacht

Lumos Global

With G2M we managed to achieve great results in a short time. They deeply understand the start-up spirit and pace, and demonstrate exceptional professionalism with digital and social marketing best practices.

Hila Bitton
Marketing Communications Manager / Lumos Global