Overview:

Punkt., a private electronic goods brand based in Switzerland, launched MP02, a cell phone with superior ergonomics and the highest audio quality. Designed by world renowned industrial designer Jasper Morrison, MP02 is a throwback to the original purpose of a cell phone – to make and receive phone calls. Mindful of the technology related issues that society faces in the modern era such as smartphone addiction, cyber bullying, echo chamber phenomenon, privacy issues, normalization of distraction, lack of concentration, and mental illness, MP02 is a “portable luxury” that allows you to “digital detox” and free up your time to concentrate on the non-digital aspects of your life.  

URL : https://www.punkt.ch/ja/

What we did:

SSU was responsible for the launch PR of MP02 in Japan. Media outreach focused on the simple yet beautiful design and the concept of “digital detox”, engaging not only gadget type outlets but also luxury and lifestyle outlets in print and online. A special dinner was arranged at an authentic Japanese restaurant with founder Peter Neby sharing the story behind Punkt. and MP02, amplifying the brand philosophy of sophisticated beauty with just the basic necessities, an unexpected product from a leader in innovation.