Dear readers, we are leaving in a new era, where personalization has lead to the mechanization of communication between people. We don’t know our baker anymore, we don’t call our friends, we just “like” their pictures; we don’t go ask our colleagues of the floor bellow for a coffee, we email them; and of course, we don’t write romantic letters, we send WhatsApps with smileys.
Montblanc, as a luxury institution, which values are tradition, preservation and elegance, has tried to keep the warm of the old style communication, but adapted to the times. The brand has launched an application that allows the user to handwrite on their tablet and send a note to a friend or family member, trying out different Montblanc pens and ink colors, as well as learn about the products that the brand offers.
This strategy gives Montblanc just benefits:
- Permits the brand to create awareness of all their products,
- but covering it up with a nice application that will increase engagement whiting the brand’s clients.
- Will bring the brand into the digital world and will likely reach younger generations who may not be familiar with Montblanc’s offerings.
The brand partnered with consumer electronics maker Samsung to create the technology needed to create a digital writing instrument specifically for the Galaxy Note 4 smartphone. By widening the scope of its offerings into the digital realm, Montblanc will likely see an increased interest among mobile-savvy consumers.
The brand announced the launch of the app on October 13th with the social video above and special posts among its social media profiles. The Montblanc Screenwriter application is for iPads only and is downloadable for free (Again, just for Apple users…).