Communicating the most useful smart home system
Role
Brand Positioning
Brand Identity
Print Materials
TVC & Digital Campaigns
Website Design
Social Media Content / Design
Photography Art Direction
Guidelines & Design Tools
Understand / analyse
MyPlace is designed by Advantage Air, a family-owned Australian company that started out designing and manufacturing innovative ducted air-conditioning. In the last 20 years the company have earned a reputation for producing reliable, world-class products that make daily life easier and more comfortable. MyPlace is the reliable smart home system that simplifies day to day life, backed by local support.
Position
Step one was to examine the brand and clearly identify a positioning. We uncovered the insight that a large portion of the target audience think that smart home technology is exciting but complex. They assume it’s expensive and too much effort. After researching the competitive landscape, we identified a space that MyPlace could own: MyPlace is the straightforward, all-in-one smart home system for all Australians. MyPlace gets people excited by smart home technology by combining simple, easy to use smart technology that’s right here in Australia.
Brand Promise
The useful smart home system for Australians
Ideate
MyPlace’s target market is predominantly new home builders, 25-45 years old who want smart home technology but are not tech-savvy. They are time poor and want the hassle and intimidation of smart technology taken away.
Our thinking was these people wants to be taken on the journey; they want the simple to use tech that’s all-in-one, so they can enjoy their smart home system. Our strategy was to communicate that with MyPlace, you can enjoy the benefits of a smart home – because MyPlace has the most useful system that seamlessly integrates with existing items in your home. And best of all, its affordable with service that’s based right here in Australia.
PLAN / Implement
We created the MyPlace campaign to communicate the all-in-one nature of the system and they key product features. The campaign aligns with the strategy, as it talks to people that want tech but think it’s either too complex or expensive. The campaign was applied to TVC, radio, press, bus backs, website, pre-roll video ads and social media.