EXEGER: TRANSFORMING TECHNOLOGY INTO CULTURAL MOVEMENT
BRAND STRATEGY & POSITIONING | STRATEGY LEADERSHIP AT HAVAS PR
EXEGER: TURNING LIGHT INTO LIMITLESS POSSIBILITY
SITUATION
Exeger's Powerfoyle technology - flexible solar cells that charge from ambient light - faced a classic tech startup challenge: breakthrough innovation trapped in hardware storytelling. At CES 2023, they needed to transcend the crowded tech showcase and establish themselves as more than just another solar cell company.
Exeger's Powerfoyle technology - flexible solar cells that charge from ambient light - faced a classic tech startup challenge: breakthrough innovation trapped in hardware storytelling. At CES 2023, they needed to transcend the crowded tech showcase and establish themselves as more than just another solar cell company.
ACTION
I led the strategy development, building a comprehensive brand framework around the core insight that "any sufficiently advanced technology is indistinguishable from magic." The strategic positioning centered on "Limitless" - moving beyond battery fatigue to infinite possibility.
Key strategic pillars included:
Arthur C. Clarke said it best: "Any sufficiently advanced technology is indistinguishable from magic."
His work inspired line that determined the strategy and the creative:
WITH POWERFOYLE, EXEGER GIVES US ACCESS TO THE LIMITLESS.
I led the strategy development, building a comprehensive brand framework around the core insight that "any sufficiently advanced technology is indistinguishable from magic." The strategic positioning centered on "Limitless" - moving beyond battery fatigue to infinite possibility.
Key strategic pillars included:
- Reframing the value proposition from technical specs to universal consumer pain (battery anxiety)
- Positioning sustainability as magical rather than expected
- Creating cultural belonging rather than just product usage
- Establishing "complicated made simple" as the brand's strategic north star
Arthur C. Clarke said it best: "Any sufficiently advanced technology is indistinguishable from magic."
His work inspired line that determined the strategy and the creative:
WITH POWERFOYLE, EXEGER GIVES US ACCESS TO THE LIMITLESS.
THE ASK
Develop a strategic framework that would reposition Exeger from hardware manufacturer to lifestyle technology brand, transforming complex technology into a culturally resonant movement that could drive market adoption and investor interest.
Develop a strategic framework that would reposition Exeger from hardware manufacturer to lifestyle technology brand, transforming complex technology into a culturally resonant movement that could drive market adoption and investor interest.
RESULT
The strategic framework and campaign concepts won the business. Exeger adopted the 'Limitless' positioning for their global PR strategy, with the framework becoming the foundation for all subsequent brand communications. The work demonstrated how strategic repositioning can transform category perception and provided Exeger with both big-picture brand direction and tactical activation concepts.
The strategic framework and campaign concepts won the business. Exeger adopted the 'Limitless' positioning for their global PR strategy, with the framework becoming the foundation for all subsequent brand communications. The work demonstrated how strategic repositioning can transform category perception and provided Exeger with both big-picture brand direction and tactical activation concepts.
KEYART
Strategy deck excerpts - CULTURAL TRUTHS, LANDSCAPE, INSIGHTS, HOW WE WIN, and CREATIVE CAMPAIGNS based on the strategy and insights.
Expanding upon my strategy, I developed three breakthrough campaign concepts:
The Living Light Show: Proposed a partnership with cutting-edge fashion houses CuteCircuit and Iris Van Herpen to create illuminated wearable art that would turn brand ambassadors into walking conversations. These human light installations would not just didn't just showcase the technology—they’d became Instagram-worthy moments that would dominate CES coverage.
The Living Light Show: Proposed a partnership with cutting-edge fashion houses CuteCircuit and Iris Van Herpen to create illuminated wearable art that would turn brand ambassadors into walking conversations. These human light installations would not just didn't just showcase the technology—they’d became Instagram-worthy moments that would dominate CES coverage.
PowerPlant™: Pitched an impossible object: a living plant that charges your phone. By transforming ordinary leaves into charging stations, we would demonstrate Powerfoyle's versatility while crafting the perfect "seeing is believing" moment for journalists. Each reporter would leave with their own personal power plant, extending the story beyond CES.
X Marks the Charge: Each X would mark a theoretical infinite power source, creating a city-wide treasure hunt that got people thinking about the unlimited potential of ambient light. QR codes would connect the physical experience to digital storytelling, expanding our reach beyond the show floor.
X Marks the Charge: Each X would mark a theoretical infinite power source, creating a city-wide treasure hunt that got people thinking about the unlimited potential of ambient light. QR codes would connect the physical experience to digital storytelling, expanding our reach beyond the show floor.
