Cleankeys

What do you do with a groundbreaking product that no one knows about? Cleankey’s one-wipe-clean wireless keyboards were clearly revolutionary technology for dental and medical operatories. Madentec, the Edmonton-based company that invented the keyboards, approached DONOVAN to help capitalize on the fact that the first generation of the keyboard had become a sleeper hit with European dentists — a field that had no clear market leaders.

In anticipation of the launch of the second generation of the keyboard, DONOVAN was placed in an exceptional position to build a brand, a company, and a keyboard design from the ground up. Additionally, DONOVAN needed not just to raise Cleankeys’ online profile, but create it.

We undertook the development of a new brand, advertising, a website with e-commerce functionality, and outreach strategies online and offline in target markets. We even created the sounds for the new keyboard to add additional product differentiation. We wanted Cleankeys to be seen as the far and away market leader as it had every advantage from superior engineering to ease of use at its advantage. We launched with a campaign called ‘The revolution starts now.’ To signify that Cleankeys was now on the world stage to lead the field.

Since the campaign, supply has exceeded demand. Cleankeys’ initial sales goal for the second-generation keyboard was 11,000 units annually, but within the six months of its launch, they were on track for 13,500 — 131% of its goal. Cleankeys also signed a letter of understanding with a major retailer in China for 30,000 units annually. Our outreach strategy, coupled with the tenacity of our team for follow up, created considerable buzz in both mainstream and targeted business media (including Gizmodo and the Discovery Channel), helped to position Cleankeys as the new standard in keyboard technology.