Leveraging household pets, Tom and Francois.
Cool cats and hot dogs are the new faces of Super Smart Air-Conditioning as MyPlace's national brand campaign for MyPlaceIQ kicks off.
MyPlace, an Australian-owned tech company specialising in air conditioning for 30 years, worked with creative agency, Braincells and French animation production house Illogic to demonstrate how MyPlaceIQ solves the perennial problem of air-conditioning - some like it hot and others like it cool - so now people don’t have to fight like cats and dogs.
The campaign will run from October 2024 to June 2025 across free to air networks, radio, online and outdoor locations in key markets in Sydney, Melbourne, Brisbane, South-East Queensland and Perth.
This includes a partnership with Nine’s The Block, NRL and 7’s Summer of Cricket.
MyPlace marketing growth strategy manager, Ryan Northover, said the campaign emphasises the system's core benefits by leveraging household pets, Tom and Francois, to demonstrate the comfort, control, and energy efficiency you get from the MyPlaceIQ Super Smart Air-Conditioning System.
“The team have spent the last several months working on an incredible production that makes use of loveable home pets to introduce the MyPlaceIQ brand to Australian households,” he said.
“In the new campaign, our cat Tom, cleverly orchestrates his hare-brained schemes from the comfort of a suburban, smart air-conditioned home; effortlessly demonstrating how MyPlaceIQ’s smart technology keeps pets cool and comfortable - even in the height of the summer party season heat.
“Meanwhile, the enthusiastic Francois, ever eager to please, adds comedic flair as she tries to keep up with Tom’s antics - highlighting the importance of energy efficient, smart air-conditioning at home for both our fur-baby friends and their owners.
“We learnt a lot from our previous campaigns featuring memorable characters, like the Creature Comforts Campaign in 2005 featuring a hippo and a penguin or the Barry Humphries campaign featuring the Aussie icon.
“As MyPlaceIQ aims to make Australian homes far more energy efficient than existing systems can provide, we wanted to clearly show the benefits of our zoning systems utilising characters we hope Australians fall in love with.”
MyPlace Group GM Darren Bee, said the aim was to put smiles of the face of viewers when the adverts come on the TV or when they see Tom and Francois out in the wild.
“This new commercial and campaign is designed to boost brand equity and unprompted awareness for our emerging brand in key East Coast markets, as we aggressively expand our national footprint," he said.
Credits
Braincells Creative:
Creative Director, Braincells – Jeff Champtaloup
Project Director, Braincells – Andrea Bennett
Project Manager, Braincells – Alexandra Cobb
With thanks to MyPlace Partner Agencies:
