Fireworx were appointed to help start-up brand Sentai early in 2022. This new innovative product was still in the development phase, and we were tasked to shape the marketing proposition, define the target audience through a media audit, and develop the marketing plan to grow the brand and get the product into people’s homes.

The project included creating all the launch marketing assets, new website and advertising, implementing a test and evolve approach, and optimising the plan for sustained growth.

Brand guidelines for Sentai


Sentai is a smart AI assistant for older independent people who require some assistance around the home, without needing dedicated care support and those who don’t want to go into a care home. It provides reminders and prompts to the client, whilst also providing remote updates and alerts to the carer.

In the majority of cases the Sentai customer is a family caregiver rather than the older person themselves, so the targeting was complicated.

Our challenge was to identify the need which was going to convince carers to buy Sentai for their relative. As a new product, aimed at a niche audience, we needed to build a plan that would get the message out in an impactful way, but within a tightly targeted marketing budget.

Sentai website mockups


We started by running a full media audit, tightly profiling a target prospect group, based on research conducted in the trial phase of Sentai. Based on that, a plan was put together combining digital search, social media, online display, TV advertising and highly targeted podcast sponsorship and host endorsement.

We wrote scripts and art-directed new videos to better tell the story of Sentai and dial into the problems it solves for older loved ones and their carers.

Fireworx built a new website in Shopify for the brand which was highly optimised for search engine visibility against a target set of keyphrases and set-up for payments and shipping. We defined a detailed conversion rate optimisation plan to review performance for each part of the site from the landing page to form completion and a follow-up journey for warm prospects.

We then created a series of media assets to support the channel selection including TV scripts ad storyboards, video content plans, art direction, digital and social assets, packaging, print and literature.

Sentai box packaging design
Sentai setup guide brochure design


With the help of Fireworx, Sentai launched at the end of 2022.

We created a detailed media profile with targeted channels and investment levels.

Created an eye-catching campaign creative with TV scripts and storyboards.

Early expectations were to gain a solid user base, to aid with ongoing product development and testing, as well as test and optimise the commercial model for the product.

The marketing activity has driven a significant amount of interest within the target audience, which has converted to a committed user base and Sentai have started plans for the next round of investment funding from their partners.