The smartest brand on the block just moved in
As a challenger brand, ecobee is constantly battling uphill for brand awareness and market share. The Smarter Than… concept took it head-on, positioning ecobee as a brand finally delivering a smarter home.
Streaming audio maintained engagement
ecobee consumers spend a lot of time listening to podcasts and streaming music, so we met them where they’re at. These humorous audio spots layer on messaging further down the funnel while building the brand.
“They act like ecobee was their idea”
“I’m CEO of this house, Chief ecobee Officer”
“He’s right the house is always comfortable”
“Ya, unless the inlaws are over”
Digital OOH blanketed North America
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.
Cut downs that reminded people to…
“Get yourself a smarter home!”
Writing a modular script made editing easy and we created dozens of cut-down options. This cost-effective structure gave the creative legs with iterative messaging.
With 320+ million impressions, our ecobee besties were very popular
Impressions: 320+ million
CTR: 1.9%
Brand awareness lift (North America): 33%