Iqua: Communicating Design and Technology With Style

Iqua combines the best of Finnish mobile technology and Scandinavian design credentials in its series of Bluetooth mobile accessories. Iqua wanted to launch its products in the UK, with two distinct markets in mind: design-conscious consumers, and resellers and distributors. However, the mobile market in the UK is a crowded one, with big-name brands, regular launches of new products and a highly segmented market. In a cut-throat market, getting Iqua anything more than a fleeting mention in the press was always going to be a real challenge. Aspectus launched 'Banish the Beige,' an aggressive campaign that highlighted the style credentials of the products compared with the sea of dull, functional and grey products already available.