Bite appointed by Jawbone for Up launch in Asia

HONG KONG - US-based consumer-electronics maker Jawbone has chosen Bite for strategic counsel and public relations for the Asia-Pacific launch of its Up product, a wristband the works with smartphone apps to give the user health and wellness insights.

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Bite appointed by Jawbone for Up launch in Asia

The appointment came without a pitch, as Bite has a longstanding relationship with the client, Rosemary Merz, group director, Hong Kong, told Campaign Asia-Pacific.

Bite will direct a comprehensive media relations program to generate positive awareness for UP while growing Jawbone’s brand equity in Hong Kong, China, Singapore and Australia, according to the agency.

The campaign will focus on media relations and online influencers.

"The approach is focusing on Jawbone's ability to take technology and make it as user-friendly and dynamic as possible, and relevant to people's lives," Merz said. "From a media point of view, the best way for us to be able to communicate the benefits of the product is to get the product into the hands of the media themselves."

Merz said Bite's experience across the consumer and technology sectors means it can effectively reach a wide range of media to spread the consumer benefits. Up helps users take a holistic approach to healthy lifestyle by connecting information about sleeping patterns, diet, exercise and mood, according to Jawbone.

Jawbone has previously worked with Bite on products including the Era and Icon Bluetooth headsets and Jambox and Big Jambox wireless speakers.

Source:

Campaign Asia