Wacom is the world’s leading maker of pen tablet technology, used with computers and other high tech devices. Both the Wacom brand identity and the brand concept and identity for its consumer product line, Bamboo, had been created by Keshen Teo before he became Pajama's Creative Director. When Wacom was planning the second generation Bamboo, the first Wacom product to respond to finger touch, we were approached for strategic and creative support. The Bamboo line has been a great success for the company, which previously had standalone products only in the professional imaging (and photo enthusiast) markets. Wacom recently celebrated its 30th anniversary, when Keshen received a personal message from President and CEO, Mr Yamada Masahiko, thanking him for his support ‘over the years.’
Strategy
Wacom strategy
We helped Wacom establish their consumer range Bamboo by providing clarity to the product extension and special editions, hence establishing a logic to their product architecture. Each product also requires a unique way of communicating the touch function. We came up with lines such as "a touch of creativity" and "a touch of inspiration".
Branding
Wacom Bamboo
The touch capability was communicated with swiping ‘fingermarks’ incorporated into the pack design. We also developed all the accompanying literature.
Campaigns
Viral video
Wacom wanted to think in depth about what the transition from a pen driven device to one that responded to touch commands might mean for customers. Although the iPod touch already existed the iPad had not yet been launched so touch was unfamiliar ground for most people. Pajama developed a strategic analysis of the benefits and how best to communicate them. This strategy translated into the campaign strapline 'a touch of inspiration' which conveys the key new product feature and implies a benefit in greater spontaneity and creative freedom.

One of the campaign tools was a viral video scripted, shot and animated by Pajama, which was used as the focus of a competition for Bamboo users. This features a a hand-man character who, as he walks on his index and middle fingers through a variety of real-world scenes, is accompanied by explosions of unexpected colour and movement.

The 2nd generation Bamboo launched into a jittery market, a year after the crash of 2008. Nevertheless it met its targets and enjoyed good take-up among consumers worldwide.
Experience
Wacom POS
We helped Wacom to visualise in store displays for settings where various backgrounds were already in place.
Related Work
Related Work
Pajama was approached to help launch this rebranded operator in Russia with a TV and outdoor campaign. Basing these around the leading idea ...
Online energy for your home has to feel trustworthy and easy to manage. In Germany, E.ON's digital offer has been a nationwide success.
Pajama was approached to help launch this rebranded operator in Russia with a TV and outdoor campaign. Basing these around the leading idea ...
Online energy for your home has to feel trustworthy and easy to manage. In Germany, E.ON's digital offer has been a nationwide success.


News
  • Plus Icon
    February 25 2014

    Pajama has been nominated in two categories for this year's Transform Awards 2014.  The two categories are Best implementation of a rebrand across multiple markets and Best brand evolution.

  • Plus Icon
    November 08 2013

    Following his presentation at this year's World Brand Congress in Mumbai, Creative Director Keshen Teo was presented with a Brand Leadership award for his contribution to excellence in the fields of brand creation and strategy. Responsible for three of the world's most successful mobile operator brands (Telenor, Movistar and MTS), for the creation of German energy giant E.ON and of the current form of the Unilever 'U', he has demonstrated a commitment to quality that has consistently delivered enormous value to the brands he has worked on. Details of his portfolio can be seen at his personal webpage.

  • Plus Icon
    October 23 2013

    Pajama Creative Director, Keshen Teo, spoke this month at the World Brand Congress in Mumbai. This year the Congress was themed around sustainability. Keshen's topic was the role of brand in sustainable business performance. He underlined the importance of employee motivation and satisfaction to value creation and the ability of brand to engage and inspire a workforce provided the brand is built and managed to support this. Clearly brand's potential is to to reduce costs of recruitment and retention and increase the attractiveness of a company to the most talented employees. Managing with these factors in mind therefore supports enterprise sustainability and this is the platform from which proactive policies towards environmental and community outreach programmes can arise. The Congress organisers recognised Keshen's contribution to excellence in strategic brand creation with a Brand Leadership award.

MORE VIEWS & NEWS


News
  • Plus Icon
    February 25 2014

    Pajama has been nominated in two categories for this year's Transform Awards 2014.  The two categories are Best implementation of a rebrand across multiple markets and Best brand evolution.

  • Plus Icon
    November 08 2013

    Following his presentation at this year's World Brand Congress in Mumbai, Creative Director Keshen Teo was presented with a Brand Leadership award for his contribution to excellence in the fields of brand creation and strategy. Responsible for three of the world's most successful mobile operator brands (Telenor, Movistar and MTS), for the creation of German energy giant E.ON and of the current form of the Unilever 'U', he has demonstrated a commitment to quality that has consistently delivered enormous value to the brands he has worked on. Details of his portfolio can be seen at his personal webpage.

  • Plus Icon
    October 23 2013

    Pajama Creative Director, Keshen Teo, spoke this month at the World Brand Congress in Mumbai. This year the Congress was themed around sustainability. Keshen's topic was the role of brand in sustainable business performance. He underlined the importance of employee motivation and satisfaction to value creation and the ability of brand to engage and inspire a workforce provided the brand is built and managed to support this. Clearly brand's potential is to to reduce costs of recruitment and retention and increase the attractiveness of a company to the most talented employees. Managing with these factors in mind therefore supports enterprise sustainability and this is the platform from which proactive policies towards environmental and community outreach programmes can arise. The Congress organisers recognised Keshen's contribution to excellence in strategic brand creation with a Brand Leadership award.

MORE VIEWS & NEWS
Wacom is the world’s leading maker of pen tablet technology, used with computers and other high tech devices. Both the Wacom brand identity and the brand concept and identity for its consumer product line, Bamboo, had been created by Keshen Teo before he became Pajama's Creative Director. When Wacom was planning the second generation Bamboo, the first Wacom product to respond to finger touch, we were approached for strategic and creative support. The Bamboo line has been a great success for the company, which previously had standalone products only in the professional imaging (and photo enthusiast) markets. Wacom recently celebrated its 30th anniversary, when Keshen received a personal message from President and CEO, Mr Yamada Masahiko, thanking him for his support ‘over the years.’
Strategy
Wacom strategy
We helped Wacom establish their consumer range Bamboo by providing clarity to the product extension and special editions, hence establishing a logic to their product architecture. Each product also requires a unique way of communicating the touch function. We came up with lines such as "a touch of creativity" and "a touch of inspiration".

Branding
Wacom Bamboo
The touch capability was communicated with swiping ‘fingermarks’ incorporated into the pack design. We also developed all the accompanying literature.

Campaigns
Viral video
Wacom wanted to think in depth about what the transition from a pen driven device to one that responded to touch commands might mean for customers. Although the iPod touch already existed the iPad had not yet been launched so touch was unfamiliar ground for most people. Pajama developed a strategic analysis of the benefits and how best to communicate them. This strategy translated into the campaign strapline 'a touch of inspiration' which conveys the key new product feature and implies a benefit in greater spontaneity and creative freedom.

One of the campaign tools was a viral video scripted, shot and animated by Pajama, which was used as the focus of a competition for Bamboo users. This features a a hand-man character who, as he walks on his index and middle fingers through a variety of real-world scenes, is accompanied by explosions of unexpected colour and movement.

The 2nd generation Bamboo launched into a jittery market, a year after the crash of 2008. Nevertheless it met its targets and enjoyed good take-up among consumers worldwide.

Experience
Wacom POS
We helped Wacom to visualise in store displays for settings where various backgrounds were already in place.

Wacom
Wacom is the world’s leading maker of pen tablet technology, used with computers and other high tech devices. Both the Wacom brand identity and the brand concept and identity for its consumer product line, Bamboo, had been created by Keshen Teo before he became Pajama's Creative Director. When Wacom was planning the second generation Bamboo, the first Wacom product to respond to finger touch, we were approached for strategic and creative support. The Bamboo line has been a great success for the company, which previously had standalone products only in the professional imaging (and photo enthusiast) markets. Wacom recently celebrated its 30th anniversary, when Keshen received a personal message from President and CEO, Mr Yamada Masahiko, thanking him for his support ‘over the years.’
Strategy Top
Wacom strategy
We helped Wacom establish their consumer range Bamboo by providing clarity to the product extension and special editions, hence establishing a logic to their product architecture. Each product also requires a unique way of communicating the touch function. We came up with lines such as "a touch of creativity" and "a touch of inspiration".

Branding Top
Wacom Bamboo
The touch capability was communicated with swiping ‘fingermarks’ incorporated into the pack design. We also developed all the accompanying literature.

Campaigns Top
Viral video
Wacom wanted to think in depth about what the transition from a pen driven device to one that responded to touch commands might mean for customers. Although the iPod touch already existed the iPad had not yet been launched so touch was unfamiliar ground for most people. Pajama developed a strategic analysis of the benefits and how best to communicate them. This strategy translated into the campaign strapline 'a touch of inspiration' which conveys the key new product feature and implies a benefit in greater spontaneity and creative freedom.

One of the campaign tools was a viral video scripted, shot and animated by Pajama, which was used as the focus of a competition for Bamboo users. This features a a hand-man character who, as he walks on his index and middle fingers through a variety of real-world scenes, is accompanied by explosions of unexpected colour and movement.

The 2nd generation Bamboo launched into a jittery market, a year after the crash of 2008. Nevertheless it met its targets and enjoyed good take-up among consumers worldwide.

Experience Top
Wacom POS
We helped Wacom to visualise in store displays for settings where various backgrounds were already in place.