Logitech launches new ‘Charger Not Needed’ campaign for light-powered keyboard via UMM

Logitech ANZ and its creative communications agency partner, UMM, have kicked off a new billboard campaign for the recently launched Signature Slim Solar+ Keyboard, titled “Charger Not Needed”.

The campaign leads on the product’s unique offering: a charger isn’t just not included, it’s not needed. The Signature Slim Solar+ keyboard is powered by any light source – both artificial and sunlight – to last up to four months in complete darkness.

By nodding to the universal frustration of being left empty-handed when a charger isn’t included, the campaign flips that on its head: this keyboard never actually needs one.

The billboard visuals, located on platforms at Wynyard and Town Hall train stations, are designed to hero the product while integrating Logitech’s sleek branding and playful call-outs to reinforce the campaign tagline.

Wynyard and Town Hall are two of Sydney’s busiest stations, presenting a strategic opportunity for a high-traffic commuter environment with guaranteed dwell time.

Says Marisol Vargas, Senior Category Portfolio Manager at Logitech ANZ: “We wanted to shout out the benefits of this beautiful piece of technology – a keyboard designed to drive value for the business community. Its solar-powered functionality offers a seamless, zero-downtime user experience. This streamlined design significantly enhances deployment ease and scalability in large enterprise scenarios. Furthermore, it aligns with the sustainability goals of smaller businesses, positioning it as the eco-conscious choice.”

The billboards are part of a wider 360° communications campaign, led by UMM, targeting fluid professionals to help them manage their blended lives in a zero-hassle, more sustainable way.

Says UMM’s Joint MD, Nikki Stevens: “What surprised the team was the initial level of excitement for the Slim Solar+ keyboard, garnering extremely positive feedback from retail channels and the media. Our strategic imperative is to scale B2B engagement across the business community, targeting both employees and employers, starting with high-traffic advertising placements focused on the workplace commute in Sydney. This is supported by an influencer strategy that leverages authentic, real-world user scenarios to directly reach our target audience on their social feeds.”

UMM’s services for the campaign includes billboard asset design and execution; social media management, PR and influencer marketing.

Logitech continues to promote the Signature Slim Solar+ keyboard in the ANZ market and worldwide.