The smart-tech company Airthings was founded in Norway in 2008. Since then it has opened further offices in Canada and the USA. Airthings provides smart indoor air quality monitors with radon detection for private households but also offers solutions for companies and public institutions. Airthings is the first company to offer consumer products capable of detecting the radioactive gas radon.
As former scientists of the renowned Swiss research institute CERN, the four founders have the experience and knowledge to measure radon and other harmful substances precisely. Although Airthings has a unique product portfolio, the company had a difficult market entry in Germany. But as a result of the cooperation with HBI, the market presence became a success story.
Radon is a naturally occurring, odourless and tasteless gas in the air all around us, that can build up to dangerous levels. Radon is one of the most common causes of lung cancer among non-smokers according to EPA. In regions with high radon concentrations, a dangerous number of several 100 becquerel per cubic metre can often be found in homes.
The radioactive gas enters the room via cracks in the walls, floor plates and pipes. Despite its omnipresence, most people are unaware of the danger. The situation is similar with TVOCs. TVOCs stands for Total Volatile Organic Compounds, which are the total amount of any emitted gases coming from toxins and chemicals. They are emitted from a variety of everyday objects such as furniture, cleaning products, cosmetics or paints and can be damaging to one’s health. Any room contains carbon dioxide or humidity. However, people tend to forget to open their windows to let fresh air in their homes. Airthings has set itself the task of enabling people to control their indoor air quality through simple, affordable and accurate solutions.
The challenge at the beginning of the cooperation with HBI was to raise public awareness of the dangers of radon and poor indoor air quality in general. In order to reach the broader public, journalists and influencers were first informed about the dangers of radon and poor indoor air quality. With individually compiled information packages, they received exactly the information that was relevant for their target group. In addition, the first tests with Airthings products were also completed. The great interest and the test results showed how important the clarification of the subject is.
Airthings has a broad target group that includes families and technology enthusiasts as well as public institutions such as schools and public administrations. The focus personas are homeowners and young families. The launch of the Airthings Wave Plus and the introduction of the company to the German market was boosted by several product tests in renowned magazines. Within a short period of time, articles were published in the ARD morning show during the trade show IFA or in the magazines Pocket PC and Smart Homes. The publication Mac Maniac also did a test report including a video. The activities were supported by Christmas campaigns and raffles.
In order to raise awareness for the importance of indoor air quality, HBI also works with topic-specific articles to ensure a constant flow of news to reach the various target groups.
As this project progresses, HBI will be responsible for continuing to address daily newspapers and trade magazines. In addition, German-language social media channels for Airthings will be set up and managed by HBI.
Lauren Pedersen, Chief Marketing Officer at Airthings
“In close cooperation with Airthings, HBI has already created extensive campaigns around IFA and during the Christmas season. This strengthened our position in the German market and showed our target group how important it is to gain an insight into air quality. This allowed us to increase our customers’ health awareness and convince them of the value of our products.”
Ebru Özalan, Senior Account Manager at HBI
“In times of increased air pollution threatening health and the growing wish for a healthy lifestyle, Airthings offers real value with its products. We are looking forward to continue working with Airthings and supporting the company in reaching its target groups and strengthening its market position in Germany.”