We used our product (smartwatches) as a media channel.

Using a product innovation instead of a traditional advertising campaign helps the brand team to save on the marketing budget, creating a unique custom experience that can’t be achieved via a classic media channel.

This feature made us unique and gave us a lot of attention from our potential customers and media.

According to Counterpoint Research’s Global Smartwatch Model Tracker, 40 million smartwatches were sold in the Q4 2021 alone which contributed to the 24% overall growth for the year. In terms of the top three brands, Apple, Huawei and Samsung retain their leading position with 60+% market share. In Ukraine, the situation with the market is the same, so launching a local smartwatch brand is a difficult task on a cluttered market.

Emwatch is a local Ukrainian smartwatch manufacturer. The brand produces smartwatches that can manage your stress but it’s not easy to surprise anyone with such functionality.

We need to stand out alongside competitors.

According to a survey on workplace stress by jobs site CareerCast, most people (38%) see deadlines as their biggest source of professional anxiety.

In another survey from CareerCast we found that deadlines are the No. 1 reason for workplace stress.

The connection between time and stress management is learning how to manage people's time properly to be more productive to avoid feeling stressed. If people know how to manage their time correctly, in the long run, tasks seem to be easier and stress-free.

Based on these researches we've created a unique product feature — the smartwatch that can slow down the time when you need it to protect you from stress.

When someone becomes stressed, the brain undergoes both chemical and physical changes that affect its overall functioning. During periods of high stress, certain chemicals within the brain, including the neurotransmitters dopamine, epinephrine, and norepinephrine, begin to rise, causing larger amounts of these and other "fight-or-flight" hormones such as adrenaline to be released by the adrenal glands. The release of these chemicals contributes to certain physiological effects, including rapid heart rate, higher blood pressure, and a weakened immune system.

We've targeted people who search for solutions on how to manage the stress level during the day. We decided not to spend money on the media but to create a real solution for them. With our smartphone function everybody can control their stress level by 'adapting' time for their needs. This feature made us unique and gave us a lot of attention from our potential customers and media.

People are looking for tips and pointers on reducing stress with time management, so we've created not a classic advertising campaign but based on data, a solution for their needs.

A few hours before the deadline the watch enters the first working phase and starts speeding up the displayed time gently. As a result every hour becomes 3-7 minutes shorter. Users are unaware of the hours getting shorter, but as they see the deadline coming they start to speed up a little earlier. The second phase is activated when there are only 45-60 minutes left. The smartwatch starts to slow down smoothly and this way a person gets more time to finish the task.

Our potential customers realized that using our product causes less anxiety, forms healthy habits, and increases productivity in their everyday activities.

The new innovative feature helped us stand out from other smart-watch competitors. It helps us to draw the attention of potential buyers to our brand helping existing Emwatch users to reduce the feeling of stress in their work.

We had huge media coverage in online tech resources. Using a product innovation instead of a traditional advertising campaign helps the brand team to save on the marketing budget, creating a unique custom experience that can’t be achieved via a classic media channel.

We’ve received free media coverage which is equal to more than 100.000$ of media budget.

With our smartphone function everybody can control their stress level by 'adapting' time for their needs. This feature made us unique and gave us a lot of attention from our potential customers and media.