A smart home was one thing. A smarter home is another.

The smart-home conversation was dominated by some of the biggest names in tech (looking at you, Google), while ecobee was still best known for thermostats. We needed to change that. ASAP.

Instead of explaining what our technology could do, we took a stand: ecobee was the smartest in the category.

We took our smarter home stance nationwide with 45-, 30- and 15-second commercial spots, then brought it into the real world through digital OOH in airports, taxis and cinemas.

We changed the conversation.

The campaign helped reposition ecobee as a serious challenger in the smart home category, generating 320M+ impressions, a 1.9% CTR and 33% brand lift.

Creative Directors: Daniel Reiter and Andrea Taylor. Copywriters: Cate Lorimer and Sean Butler. Art Director: Loretta Ryan.