Unveiling the new faces of MyPlaceIQ
Role
Concept Development
Art Direction
Copywriting
Design
Finished Art
Position
Advantage Air’s mission has always been to provide people ultimate comfort. This is achieved through a seriously smart ducted air-con which controls airflow and temperature in every room. It is also achieved through being able to expand out into a whole home smart system, controlling garage doors, lights, blinds and more. This is an air-con system that is super smart.
UNDERSTAND
MyPlaceIQ is the next gen innovation from Advantage Air – a family-owned, operated & locally produced Australian tech business, who have been pioneers in air-con and home smarts for over 30 years. In this time Advantage Air have earned a reputation for producing reliable, world-class products that make daily life easier and more comfortable.
The key innovation with MyPlaceIQ is that, not only is it a highly advanced ducted air-conditioning system, but it’s also able to expand to become a whole home smart system, controlling your garage, lights, blinds, security cameras and more.
Brand Promise
Super Smart
Air-Conditioning
Ideate
Working off the insight that people often “fighting like cats and dogs over the temperature”, we looked to emphasise the core benefits of the super smart system by leveraging household pets to demonstrate the comfort, control and energy efficiency you get from MyPlaceIQ. The result was Tom and Francoise, a cat and dog who have become best friends since their mum got MyPlaceIQ.
To bring Tom and Francoise to life, we worked with award-winning French animation production house, Illogic. The end result was two lifelike brand mascots that could be used as a communication device for not only the launch but future campaigns as well.
PLAN / Implement
We developed a 30 second TV ad that focused on energy efficiency and smart control, as well as a 15 second TV ad that showcased how MyPlaceIQ could be integrated with solar to save you even more on your bills. Tom and Francoise are also featured across radio, billboards, adshells, and digital ads across all the major national markets.