Cocoon & Pitsos IoT: The Three Ideas
Yet another semester and another opportunity to showcase our creative ideas for an awesome brand. It was Pitsos this time. The local home appliance industry giant is gearing up for the IoT paradigm shift and wanted us to present creative ways to communicate their 2018 IoT experience. So we did some brainstorming, used laddering to give depth to our ideas, expanded them through different forms, platforms and media, tied them all together into a hopefully cohesive whole and presented them a few days ago. In short, it was business as usual.
Despite moments of fun, it was also tough and frustrating as everyone in our team (Vaso Dima, Irene Skoufi, Nikos Zampekos and me) had a very busy Christmas schedule. This fact, along with our timeless love for procrastination meant that the last few days before presenting were serious crunch time. Even though we made it (…I guess?), this humbling experience gave us food for thought about the way we should approach team projects next time.
Before I dive head first into the synopsis of our creative ideas, I’d like to take a moment and thank Giannis Sorotos & Eric Parks for their invaluable guidance and insights throught the semester, Betty Tsakarestou, Dimitra Iordanoglou and Katerina Vlassopoulou for ensuring that the ADandPRLab was running smoothly and efficiently at all times and, of course, my lovely teammates, whose hard work and positivity I applaud. Now, if you’ll excuse me, I’d like to keep this short and sweet, so here we go:
Idea 1: “You’re doing housework. Even when you’re not.”
Our target group wastes time doing housework. They seek insounciance, freedom, a solution to their weariness and anxiety that comes with the daily chores. Through this creative idea we portrayed the other, more enjoyable side of life (personal free time, or even laziness), as well as the ability of the consumer to approach this ideal lifestyle via the IoT and Pitsos’ appliance ecosystem. This idea includes a TVC script, an OOH interactive experience with digital elements, a social campaign and print materials.
Idea 2: “Your home’s future. Today.”
With this creative idea we aimed to depict the comfy yet innovative home environment, offered by Pitsos’ IoT technology. Through sci-fi-esque promotional materials, the consumer is transported to the future before returning to the present, when he or she realizes that the tech on display is commercially available today. Appliance connectivity and design are emphasized and framed alongside other cutting-edge devices (smart speakers, AR glasses, home drones etc.). This approach allows the Pitsos brand to “punch above its weight” and position itself as a more premium brand. Outside of the compulsory TVC and digital content, the aforementioned idea contains yet another OOH experience and social campaign.
Idea 3: “Pitsos takes over.”
This one is all about problem-solving and making things faster, smoother and more carefree. While similar to the first idea, it places its emphasis on family, moving the needle away from personal enjoyment and closer to a better, warmer household. This idea includes two scripts, one for the TVC and another for the radio, digital content and an OOH experience.
