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60Watt creates new IT brand for tech specialists Hubbub

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By The Drum Team, Editorial

January 16, 2009 | 2 min read

60 Watt Communications in Edinburgh has created a new consumer facing brand for Embrace Technologies.

The new company which aims to help technophobes to connect, buy, install, network and operate everything from digital cameras to home cinemas to home networks has been named Hubbub to "reflect the buzz that is created when one technology talks to another".

The service is aimed at both the grey market and professionals who love the benefits of home technology but have either insufficient time or lack the knowledge to maximise its potential.

Advertising is appearing in press, direct mail and online in its early test market of Edinburgh, and Hububb’s owner has plans to grow the business.

The strategy is encapsulated in the campaign’s central theme Hubbub know how.

Commenting on the new work Peter Mill, joint creative director said: “The task was to make what was essentially a business to business brand, Embrace technologies, more friendly with a more approachable consumer feel. The name is much less formal and the logo and advertising dramatically demonstrates how Hubbub can connect all home technology.”

John Lane, Director of Embrace Technologies and Hubbub added. “We are delighted with the response the new brand, Hubbub, has created from the home technology consumer market. The team at 60 Watt took time to understand our business fully before proposing names. We believe that the “Hubbub” brand encapsulates the image that we want to portray and makes us more approachable for the home consumer who is perhaps less technically confident and competant. ”

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