ecobee - The Protectors
ecobee Smart Security - Hero video
Launching a home security system is no small feat. The category is flooded with options, so standing out is key. Personifying all the products is an amazing way to connect with the market without going the fearmongering route that many other companies take. My concept highlights what’s so great and different about the system as a whole, but also the individual products and how they easily fit into the homeowner’s life.
Paid media and owned social metrics easily surpassed 100% of target in the first month!
~308M impressions
~1.25M link clicks
Sales metrics are confidential, however Smart Security subscriptions surpassed target by ~230%
Brand lift was measured at a ~55% increase in major markets across North America
9 unique 15s shorts
Here are 9 15s shorts we created to ensure targetting customers at proper funnel stages with the right messaging. These utilized existing footage from the main campaign spot and incorporated unique scripts to focus on certain customer pain points and needs, or to highlight specific features of the ecobee Smart Security system. This is a cost-effective way to give the creative legs, while also allowing for iterations to pivot the message or add products in the future, as was part of the plan.
Digital out-of-home (OOH)
The media buy for the campaign would rival any mass media campaign on the market. The digital OOH placements were highly targeted in and around transit hubs. These ads addressed the insight that people worry about the security of their home whether traveling for a day, week, or month. The spots also made an effective connection to the hero video while driving the most traffic at an awareness level through effective measurement.
Movie poster (internal)
To create hype around the campaign launch we created a movie poster that was plastered all over the offices and sent around to all ecobee office locations as well as our parent company Generac. The goal was to set the stage and create excitement to encourage sharing of the campaign across social networks. Social support and sharing was successful as the campaign saw a social lift upwards of 600%.
Launch day social media
We didn’t forget about owned social and took a 365 approach to ensure paid placements led to matching luggage in our owned social network profiles. Interaction in posts was robust, surpassing targets and social lift as a whole was up over 600%.
