You probably already own a Gemalto product without even knowing it. Over 1 billion people throughout the world use their products in personal devices such as smart cards, e-passports and security tokens.

Gemalto decided to channel its experience and give consumers a brand new way to manage all of their digital data. This was in the form of its first ever consumer product – YuuWaa, a storage device that combines a USB flash drive with online services that allow users to back-up, store and share all their digital data such as MP3s, photos and video content.

Launching with a product demonstration day in central London, we provided media the opportunity to see what was new and different about YuuWaa.

Combining this with social media outreach and creative pitching, a broad range of coverage was achieved that influenced both the technology-savvy IT conscious consumer, as well as the everyday user of digital gadgets; offering a new way of securing and storing their digital data.