Consumers and sales representatives were picked up in the real world by a consistent communication design of branding and visual storytelling.
Communicate your complex product as simple as possible for everyone
The IoT controller makes the Smart Home extensively usable through the connection to a variety of internet services. Now even the seat heater in the car can prematurely be activated through the connection to a weather application without the requiring of manual actions. The entire home can be controlled automatically. An infinite range of usage is possible!
Concise service use scenarios in order to guide the user individually.
Clear and transparent
The complete functionality of this gateway can not be explained in one campaign, no matter how diverse it would be. According to this, the focus of attention has to be set on individual, concise service use scenarios in order to guide the user individually. After all, the technical enthusiast has very different interests as the customer who finds all the possibilities exciting, but is only interested in a smooth setup and its quick readiness for use. From this point on, a variety of customer user journeys are possible and must be played individually by content. But all of them have one thing in common: they make the product easy to understand!
An advertising campaign that recognizes all touchpoints of the customer journey
The campaign was activated by a TV commercial that was used on the web and on social networks. Via print and web the users were led to specific content platforms as detailed scenarios and could gain insights of the usage of the product: how does lighting control work via Philips Hue, how can Sonos be integrated or does IFTT work? On the website, the user could play through this and experience various scenarios using a configurator. Thus, a brand experience was created all around an actually not very aesthetic product. It not only staged the product itself, it rather showed its range of usage.
The integration of a brand into the customer's lifecycle
The entire campaign was played both B2C and B2B. Consumers and sales representatives were also picked up in the real world by a consistent communication design of branding and visual storytelling at trade fairs and events, and there they were also confronted with immersive exhibitions of relevant scenarios. In this way, a brand is not only being consumed, but also integrated into the life of a target group.
