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
CONTEXT
Ecovacs, a leader in robotics primarily focused on its Deebot franchise, is on a mission to realize its vision of "Robotics for all."
CHALLENGE
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.
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 Decode
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 Disrupt
Cultural Propositions
To span ideas of human augmentation, nurturing spaces, and comforting control.
-
03 Create
Emergent Communities
Enriching propositions with insights and signals from thought leaders, futurists, and influencers in premium home design and mental wellbeing.
-
04 Execute
Tactical Playbook
A comprehensive toolkit that translated each proposition into distinct creative territories and campaign ideas.
Semiotics
Analysis
Cultural
Proposition work
DELIVERED
Cultural Strategy
Audience, category, and competitor deep dive
Strategic Toolkit
Manifestos
Key Visuals
Campaign Ideas
WE WERE BORN TO BRIDGE — IT’S IN OUR NAME
Across the Pond is a global creative agency
that helps technology brands bridge the divide between their innovation and human meaning. We are a global, independent creative agency that’s proudly woman-owned and a B Corp.
