Bitfinder: Awair

Campaign Summary

Bitfinder wanted to help its audience monitor and control the air they breathe, so it used mobile technology to create Awair, a smart device and app that used real-time data to provide consumers with relevant insights and suggestions on how to improve the air quality around them. Since its launch, Awair has sold thousands of units and improved the lives of countless consumers.


Objective and Context:

Traditionally, buildings and homes have been designed to hold air in for insulation and energy efficiency, but unfortunately they also trap the harmful pollutants in the air. Using the knowledge that mobile technology lies at the heart of innovation, Bitfinder's objective was simple: give people an intuitive mobile tool to monitor and control the air they breathe.

Target Audience:

The target audience was young professional technology enthusiasts, parents of newborns, people with respiratory issues, and health-conscious life-hackers who want to maximize their productivity.

Creative Strategy:

Bitfinder recruited 50 individuals from seven different countries to beta-test the product. Through monitored daily engagement and interviews, Bitfinder honed its product strategy and developed Awair, a smart device that tracked and improved air quality and showed how the indoor environment affects an individual's health.


Overall Campaign Execution:

Awair hit the market in 2015 in the U.S. and Canada, and then expanded to Korea, China, Japan, Taiwan, and Hong Kong. Awair was available on Bitfinder's company website, on Amazon, and via selected retail partners. Bitfinder's top priority was delivering the most intuitive mobile experience possible: a seamlessly integrated experience between the device and the mobile app.

To make sure people could easily understand Awair's air quality readings, Bitfinder introduced a 0-to-100 air-quality scoring scale with corresponding color representation. This information could be read on the device's LED display and the product app.

Mobile Execution:

The Awair mobile app gave users a more detailed analysis than the product's LED display, including visual aids like color-coded timeline graphs that depicted environmental conditions hourly. In addition, the app provided actionable insights and solutions. For example, the device would display data relevant to what the user cared most about monitoring, such as allergy concerns, better sleep, or productivity. The insights allowed users to take an active role in changing their behavior and living conditions.

Results (including context, evaluation, and market impact)

Bitfinder has sold 1,000 Awair devices per month since its launch. Awair users check the app on an average of four-to-five times per day, demonstrating that it has become an extremely useful mobile tool that easily integrates into and improves daily lives.

Awair's mobile technology will continue to guide the direction of the company moving forward. Bitfinder has made plans to connect Awair with smart home devices such as thermostats and fans, making it an even more useful mobile hub for monitoring and controlling users' living conditions. In addition, Bitfinder has developed the Awair sensor as a service model with mobile at its core, giving buildings, schools, and offices a tool to manage their air quality and flow from anywhere.

Categories: The Internet of Things | Industries: Consumer Electronics | Objectives: The Internet of Things | Awards: Silver Winner

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