The Nabu X was Razer's attempt to reach beyond its core gaming audience. A smart wearable built around fitness and connectivity, it needed branding that felt more accessible than the rest of the lineup without losing what made Razer recognisable.
The campaign ran across print, television, and interactive retail displays at Walmart, Target, and AT&T stores across the US. A hashtag activation invited users to share why they wanted the Nabu X for a chance to win one worn by X Games athletes.
The goal was to keep it consistent and on brand across every platform.
As opposed to the company’s other products, the Nabu and Nabu X branding had a more fun and inviting visual style, which is reflected in its presentation and marketing. This allowed the brand to reach a casual audience that identify as more than gamers.
