Never fear, The Protectors are here
ecobee was launching a home security system comprised of all its individual products. A big story with a mischievous protagonist needed to be told to highlight each product, the app, and the main features…oh, it also needed to stand out in the market.
The Protectors were everywhere
The media buy was huge, and the digital OOH placements were highly targeted in and around transit hubs, addressing people who are worried about home security, whether traveling for a day, a week, or a month. The spots also made an effective connection to the hero video, driving the most traffic at the awareness level through effective measurement.
Highly targeted video placements for the pain point in every customer
Were nine cutdowns too many? Not if they get the people going! We reached people at different stages of the funnel, targeting different pain points in different markets and locations. The messaging was as relevant as possible, and it worked out great.
Over 350 million impressions and counting
Paid media and owned social metrics easily surpassed 100% of the target in the first month!
~308M impressions
~1.25M link clicks
Smart Security subscriptions surpassed the target by ~230%
Brand lift was ~55% in North America
“You’re so sensitive”
“I’m literally a sensor”
“What more could you ask for?”
“A day off?”
“Neverrrrr!”
Paid social moved the needle
Launch day social
We took a 360 approach to ensure paid placements led to matching luggage in our owned social network profiles. Interaction in posts was robust, surpassing targets, and overall social lift was up over 600%.
Coming soon to a theatre near you!
To create hype around the launch, we created a movie poster that was plastered all over the offices and sent to all ecobee office locations. The goal was to set the stage and create excitement to encourage sharing of the campaign across social networks.