LOGITECH

Logitech G PRO Launch

Professional stock car driver William Darrell “Bubba” Wallace wears his red racing uniform and sits on a stool in a garage holding a Logitech G PRO Wheel.
Services
  • Photography & Video
  • Copywriting
  • Display & Social Design

Logitech is an international leader in computing peripherals — and Logitech G is the division dedicated to high-performance e-gaming gear: mice, keyboards, audio, streaming gear, control pads, and driving gear for racing simulations.

The launch of the Logitech G PRO driving wheel and pedals was a chance to accelerate sales to racing sim enthusiasts, with real-life race drivers helping make the case.

The Logitech G PRO Driving Wheel, dramatically lit against a black background.

Opportunity

eRacing is a growing component of the NASCAR brand. Multiple NASCAR eRacing series pit the world’s best racing sim drivers against one another in a virtual accompaniment to NASCAR IRL. These sim drivers — and those who aspire to join them — are a highly discriminating audience, focused on performance and willing to invest in the best. Driving awareness of the impending Logitech G PRO launch would be essential for winning new customers and setting an upgrade path for current Logitech G racing peripheral users.

A driver in a racing uniform plays a racing simulation using a Playseat gaming chair and the Logitech G PRO Wheel and Pedals.
A driver in a racing uniform plays a racing simulation using a Playseat gaming chair and the Logitech G PRO Wheel and Pedals.
Week One metrics:
  • Facebook icon
    50KFacebook views
  • Instagram icon
    15KInstagram likes
  • Twitter icon
    200+Retweets
Professional stock car driver Denny Hamlin plays a racing simulation using a Playseat gaming chair and the Logitech G PRO Wheel and Pedals.

The Approach

The social media launch campaign was driven by four real-life NASCAR drivers. All four were familiar with the racing sim world and experienced in using intensely realistic racing simulations and control gear for practice — and occasional head-to-head virtual racing with their real-world rivals. The Adcetera team worked with Bubba Wallace, William Byron, Denny Hamlin, and Jack Wood in a four-day photo and video shoot that fueled our development of static and video social media assets for the Logitech G PRO launch.

Professional stock car driver William Byron plays a racing simulation using a Logitech G PRO Wheel and Pedals.
Professional stock car driver Jack Wood wears his racing uniform and sits on a stool in a garage holding a Logitech G PRO Wheel.
The Logitech G PRO Driving Wheel and Pedals, dramatically lit against a black background.
Professional stock car driver William Byron poses with the Logitech G PRO Wheel and Pedals.
Social media posts by professional drivers Jack Wood, Bubba Wallace, and Denny Hamlin promote the Logitech G PRO Wheel and Pedals.

Why Adcetera

With a project team evenly split between real-world race fans and passionate gamers, we understood both sides of the campaign: racer credibility and technological superiority. Long days on location helped fuel the final creative output, giving us insider perspective on the racing world and hands-on opportunity to test-drive the Logitech G PRO gear.