ecobee - Smarter Than…
ecobee Smarter Than… - Hero video
As a challenger brand, ecobee has a constant uphill battle when it comes to brand awareness and market share. The Smarter Than… concept addressed these challenges head-on with messaging that spoke about ecobee as finally delivering on the unfulfilled market promise of the “Smart Home”.
ecobee’s complete smart home being positioned as the best smart home on the block, firmly took aim at its closest competitors with memorable creative that layered on humour and brand messaging.
Streaming audio - Spotify
ecobee consumers spend a lot of time listening to podcasts and streaming music, so we met them where they’re at. These audio spots make a connection to the hero video and use the same actor, but layer on messaging that’s a little further down the marketing funnel, while still building the brand. They also make a humorous and relatable connection to maintain engagement throughout.
15s shorts
Writing a modular script where specific lines could be swapped out in editing allowed for easy modification of hero assets as well as create dozens of cut-down options. This cost-effective structure gave the creative legs with iterative messaging.
Digital out-of-home (OOH)
The digital OOH placements were highly targeted including movie theatre lobbies, airports, bus, subway, taxi/rideshare, and billboards. The spots also made an effective connection to the hero videos while building brand awareness and connecting to the audience contextually.