AAVA
AAVA Mobile – Product Design Competition
Challenge:
AAVA Mobile had developed an innovative modular smartphone hardware platform, with the goal of licensing the technology to major manufacturers such as Motorola, Nokia, and Samsung. However, the company faced a critical visibility gap: its breakthrough existed only as a patented electronics schematic—called a “reference design”—with no tangible product to showcase. Without a physical prototype, media coverage and licensee interest were minimal, limiting AAVA’s ability to gain credibility in a highly competitive market.
Activation Strategy:
Rocket Science developed a PR activation to make an invisible technology visible. We partnered with a leading industrial design university to stage a global Product Design Competition, challenging top design students to envision what AAVA’s modular phone technology could enable. This approach simultaneously generated compelling product imagery, press engagement, and industry validation—all without the need for an actual manufactured prototype.
Execution:
• Partnered with university design departments and faculty to develop competition guidelines and judging criteria.
• Hosted an in-person judging and media event to anchor the activation.
• Recruited a jury of professional industrial designers and editors from top consumer tech publications to serve as judges.
• Produced and released photo-realistic concept renderings of the student designs to the AAVA website.
• Orchestrated a press “leak” to build anticipation and ensure coordinated same-day coverage across major outlets.
Results:
• Achieved 500+ media articles on launch day across global outlets including WIRED, The New York Times (Wirecutter), Mashable, Gizmodo, VICE, and CNET.
• Created industry buzz that led to an exclusive technology licensing deal with Intel.
• AAVA’s platform was featured live on stage at the Intel Developer Forum, establishing category leadership.
• Secured a manufacturing partnership with Flextronics, validating the technology’s commercial viability.
Impact for CMOs:
This campaign demonstrates how strategic storytelling and experiential activation can transform an intangible technology into a tangible narrative that excites press, partners, and investors. By combining earned media strategy with academic and design-world credibility, Rocket Science positioned AAVA Mobile as a recognized innovator — and turned a reference design into a market-ready brand asset.