Ecovacs | Across the Pond

Moving beyond "feeds and speeds", we helped Ecovacs transform home robotics from a niche appliance into a movement for domestic wellbeing.

+ Cultural Readiness  

+ Meaningful Storytelling

+ Unlocking Growth

2023

Ecovacs, a leader in robotics primarily focused on its Deebot franchise, is on a mission to realize its vision of "Robotics for all."

In their 25 year history, home robots have been largely viewed as niche gadgets for tech enthusiasts. The industry's focus on product benefits makes many robot brands seem generic and undifferentiated, leaving consumers indifferent. Ecovacs needed to challenge this narrative and develop a brand strategy to break into mainstream culture.

CONTEXT

CHALLENGE

STRATEGY

Develop a new brand strategy that would shift the conversation from product features to cultural relevance, positioning home robotics as an essential part of domestic wellbeing and a meaningful investment in nurturing our living spaces.

Methodology

01
Shifting Ideologies
Clarified the dominant skeptical narratives around AI and robots, often depicting them as dystopian, while emerging narratives highlighted a growing cultural interest in wellbeing amidst a chaotic world, and a desire for technology that creates healthier, more controlled environments.
Semiotics Analysis
Defining new and culturally relevant ways for the brand to show up and be seen.
02
Cultural Propositions
To span ideas of human augmentation, nurturing spaces, and comforting control.
03
Emergent Communities
Enriching propositions with insights and signals from thought leaders, futurists, and influencers in premium home design and mental wellbeing.
04
Tactical Playbook
A comprehensive toolkit that translated each proposition into distinct creative territories and campaign ideas.

Semiotics

Analysis

Cultural

Proposition work

DELIVERED

Audience, category, and competitor deep dive

Cultural Strategy

Strategic Toolkit

Manifestos

Key Visuals

Campaign Ideas