Relaunching a British Design Icon – The Barisieur
Four years after the launch of the original Barisieur – the coffee machine alarm clock that became an instant icon – Joy Resolve unveiled the ‘Immersion’ edition of its signature design. The mission for Nous Communications was to ensure Joy Resolve’s latest creation was met with the same excitement from the interiors and lifestyle media as the original, while shifting perceptions of Joy Resolve from start-up to established design house. All the while we needed to be making a demonstrable difference to the business through consumer engagement.
London-based design studio Joy Resolve aims to transform that ad-hoc spirit into a desirable object, with their new Barisieur Immersion Edition.
We identified the target consumer for the Immersion Edition Barisieur, a design-conscious city-based young professional, and selected key titles that this consumer frequently reads to ensure coverage would ink in the places that make a demonstrable difference to Joy Resolve’s sales. This included looking back through website traffic and sales data to see which previous pieces of coverage for the original Barisieur delivered the biggest return.
As the launch drew closer, under-embargo sell-in and one-to-one virtual press briefings resulted in dedicated standalone digital launch stories that directly linked to Joy Resolve’s website and Kickstarter page.
Standalone stories inked at 9am on the morning of the launch on Wallpaper* and Hypebeast, where Hypebeast’s dedicated social post about the Immersion Edition Barisieur gained over 35,000 likes. Other stand-out launch coverage for the Immersion Edition Barisieur includes GQ, Metro, Esquire, Gentleman’s Journal and the Daily Mirror to name a few.
The work Nous Communications undertook helped Joy Resolve break its original Kickstarter target by over 1000%.