Smart Home Brand Imagines What Home Could Be in Campaign from FCB/Six
Creative data and CRM agency FCB/SIX has unveiled a new campaign platform for ecobee, the premium provider of smart home solutions. ecobee is readily recognised as an established leader in the smart thermostat category and has recently expanded into the smart home world with home monitoring solutions: SmartCamera with voice control, SmartSensors and Haven, a subscription service connecting it all. The new campaign marks the evolution of the ecobee brand platform, designed to instill wonder in the possibilities of the smart home.
Anchored by the tagline “Imagine What Home Could Be”,, the creative platform aims to improve brand connection, simplify the product story through relevance, and provide adaptability for future evolution. With a customer-centric, journey-led approach to individualizing brands, an FCB/SIX specialty, the campaign is designed to accentuate ecobee’s emotive brand assets and drive customer connection through key moments.
The campaign showcases ecobee devices working in harmony, for complete comfort and security for the entire family.
The digital campaign launched in Canada and the US in March and was quickly followed by a heavier focus in the Austin market at the end of the month. In this market, the digital components were complemented by additional high impact, awareness driving media such as TV, disruptive out-of-home extensions – such as mall kiosks and train wraps.
ecobee operates under the core belief that there is no challenge that human empathy and ingenuity can’t fix, and that the right technology in the right hands can change the world for the better.
“Through this campaign, we chose to see home not for what it is, but for what it could be -- free from friction and filled with magic. In FCB/SIX, we found a strategic creative partner who really understood our brand and helped us bring it to life in a fresh and relevant way while staying true to our vision,” said ecobee CMO and CRO Kevin Banderk.
FCB/SIX won the ecobee account following a formal review in fall 2020. The two companies have been collaborating ever since, working alongside partners Cossette Media and Search & Gather. The “Imagine What Home Could Be” campaign is the first significant public launch since the relationship began.
“It takes the right kind of energy and momentum to create a campaign like this. We couldn’t ask for better partners – imaginative, attentive, and kind. They gave us the space and respect to do things right and challenged us in constructive ways. Through lots of conversation and meticulous workshopping of the journey – dissecting every barrier, need, content and channel opportunity, we built a creative platform that successfully centered each piece of communication in the customer and unlocked tremendous potential in the brand,” says Priyanka Goswami, SVP, Head of Strategy at FCB/SIX (who recently made the switch from VP, Managing Director).
ecobee has an outstanding suite of smart home solutions, but the category is quite unique – filled with traditional and new players, complex offerings, and growing every day. “Achieving strong attribution was a key opportunity that we wanted to embrace in the work. From the use of colour, to the recurring ‘squircle’ shape, to the ‘Be’ mnemonic device, it’s all put together to be distinctively and undeniably ecobee,” says FCB/SIX Executive Creative Director, Colin Craig
“Home means different things to different people, especially during the pandemic where it’s a place of work, school, entertainment and more. It is also tied to a bigger home – our planet. We wanted to capture this individualized sentiment of ‘home’ in the creative and communication at every stage in the journey,” Craig added.
Campaign Title: What Home Could Be
Managing Director: Priyanka Goswami
Executive Creative Director: Colin Craig
Art Director: Ben Playford
Copywriter: Josh Haupert
Account Director: Fraser Jackson
Group Strategy Director: John Fung
Strategists: Simran Kaur, Cassandra Cervi
Designer: David Woodger
Copywriter: Alex Ieletzky
Senior Producer: Sarah Michener
Associate Director, Integrated Production: Ashley Whitaker
Production Supervisor: Tania Redjouani
President: Andrea Cook
Chief Creative Officer: Ian Mackenzie
EVP, Global Strategy Officer: Fern Potter
Chief Technology Officer: Jacob Ciesielski
Production Company: 1stAveMachine
Director: Karim Zariffa
Director of Photography: Christophe Collette
Executive Producer: Andrew Geller
Stills Photographer: Samuel Pasquier
Production Service Company: Sailor Productions
Producers: Tom Lariviere, Joelle Raymond
Editorial: Saints Editorial
Editor: Ross Birchell
Post Production: Darling VFX & Colour
Flame Artist: Paul Binney
Colourist: Kassi Bellamy
Music: Grayson Music
Executive Producer/Partner: Kelly McCluskey
Original Music and Voice Director: Mark Domitric
Category: Home , Smart home
Genre: Comedy , People