Wacom tablets have been the tool-of-choice for professional creatives for over a decade. However, the larger consumer market was unaware of the brand. There was huge market potential. Wacom and Ziba partnered to design a new line of digital tools that would appeal to digital hobbyists.
BRAND DNA
Natural InteractionTARGET
Digital HobbyistsTREND
Digital Craft
DIY Movement
We identified Wacom’s strategic target: the Social Creative. The Social Creative is an emerging user type that creates art, video and documents as part of their daily communication, whether for work, pleasure or both. This group has a diversity of needs that Wacom could accommodate with a range of products: the Bamboo, Bamboo Pen, Bamboo Touch, Bamboo Fun and Bamboo Craft. Each product was differentiated by interaction type (pen, multi-touch or both), size of working surface and the types of image creation software bundled with the products. Bamboo Craft is optimized for scrapbooking and other craft activities, while the Bamboo Pen is specialized in digital sketching and handwritten notation. With consumer-friendly price points, the products appeal to a diverse set of consumers.
Success: Breaking into the consumer market.
Bamboo succeeded in creating public awareness for Wacom beyond the professional market. The product lines have been featured on CNET, Engadget and Mac Life. For the first time, Wacom products can now be purchased through retailers like Best Buy, Amazon and Apple stores.