Aurabeat is the world’s first FDA-cleared air purifier, certified to eliminate >99.9% of airborne COVID-19 using patent-pending AG+™ Antiviral Air Filtration Technology. The Aurabeat AG+™ Silver Ion Plasma Sterilisation Air Purifier has already been deployed in highly infectious environments such as various COVID-19 sample collection points and quarantine facilities.
Despite previously launching in April 2020 and receiving ample media coverage, Aurabeat had a lack of brand awareness and credibility with its key target consumer. Sinclair was appointed to build a strong narrative and positioning to maximise brand exposure, build credibility in Hong Kong and regionally, as well as to achieve relevant business results and impact.
Insight: Educated the market on the brand’s air filtration technology and product benefits with a wide spread of media content across sectors was key to success.
Strategy: Established the brand’s thought leadership through executive interviews and targeted media relations to emphasise its local innovation and industry expertise.
Storytelling: Leveraged certifications from international authorities such as the FDA and MRI Global, a US-based research institute, to build brand credibility through a stream of earned content including local and regional executive interviews.
Engage: Partnered with lifestyle media to host product giveaways to increase the brand’s reach of a wider audience base as well as educating general consumers about the product in a friendly manner.
