KUKA iiQKA Launch Portfolio

Overview

iiQKA is the new OS and ecosystem from KUKA Robotics, designed to make the user experience intuitive and accessible, yet retain the power needed for robot-based automation.

KUKA executed a multi-channel, content-rich public media launch of iiQKA - the most important launch for the company within the last decade. For this media launch, Nick Chambers created the concept and executed the launch, including creative direction, wireframing, market analysis, storyboarding, copywriting, screenwriting, logistics, agency organization, production, directing, acting, improvisation, talent coaching, lead-gen campaigns and ghost writing. He organized and led cross-functional teams focused on executing the vision.

The launch resulted in an immediate 55% increase In KUKA's stock price and was positively received by the media and the market - achieving millions of impressions within the span of a week. To this day it continues to drive interest in KUKA products and brand.

The challenge was to create an overall experience on kuka.com aimed at three groups: robotics newcomers in the cobot market, partners in the iiQKA Ecosystem and existing customers thinking about their future with KUKA. All these groups were intuitively guided through their discovery with trust signals and confidence building.

Key achievements:

Wireframed entire iiQKA web experience
Architected user journeys
Copy for all iiQKA pages
Reviewed and modified existing KUKA pages for consistency
Conceptualization and creation of lead-gen campaigns
Planning and creation of all needed content to support user journeys

Landing page (has been modified by others since launch, but it remains roughly 80% the same as at launch in April 2021):

https://www.kuka.com/en-de/future-production/iiqka-robots-for-the-people

IIQKA LAUNCH Videos

iiQKA How-To: Fast Setup

The first in a series of five videos aimed at introducing the market to the paradigm changing iiQKA experience. Nick storyboarded, wrote, directed, produced and starred in these movies. They were a critical element of the discovery experience.

IIQKA HOW-TO: Intuitive User Interface

The second in a series of five videos aimed at introducing the market to the paradigm changing iiQKA experience. Nick storyboarded, wrote, directed, produced and starred in these movies. They were a critical element of the discovery experience.

IIQKA HOW-TO: Easy Programming

The third in a series of five videos aimed at introducing the market to the paradigm changing iiQKA experience. Nick storyboarded, wrote, directed, produced and starred in these movies. They were a critical element of the discovery experience.

IIQKA HOW-TO: Inputs and Outputs

The fourth in a series of five videos aimed at introducing the market to the paradigm changing iiQKA experience. Nick storyboarded, wrote, directed, produced and starred in these movies. They were a critical element of the discovery experience.

IIQKA HOW-TO: If/Else Statements

The fifth in a series of five videos aimed at introducing the market to the paradigm changing iiQKA experience. Nick storyboarded, wrote, directed, produced and starred in these movies. They were a critical element of the discovery experience.

The iiQKA Ecosystem

Another critical element of the iiQKA launch was explaining how the new digital ecosystem works. For KUKA customers and newcomers it was important for them to understand the difference to a traditional robotics ecosystem. Nick storyboarded, wrote and produced this movie.

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