Reimagining the value of
smart home monitoring & access.
NEW BUSINESS WIN
PROBLEM
Despite having an ecosystem of products, myQ is a brand that's primarily known for its garage door openers.
And compared to competitors like Ring, Nest, and Simplisafe, myQ's brand awareness remains exceptionally low.
GOAL
Build a brand soul in a "ho-hum" category, in order to distinguish, differentiate, and reposition the brand as a complete smart home player in an already saturated market.
We wanted to evolve myQ's marketing strategy from focusing on individual products, like garage door openers, to telling a cohesive, compelling story that highlights the brand's all-in-one smart home ecosystem.
LANDSCAPE
Safety and security are
the biggest motivational drivers of smart home technology.
The category is largely functional, centered on either mitigating external threats or promoting internal harmony.
But no one is addressing the emotional benefits smart home monitoring and access bring you.
OPPORTUNITY
Reframe the emotional value of smart home monitoring and access.
In a category dominated by functional features—safety, security, and standard product demos—myQ has the chance to lead by emphasizing the true emotional benefit of these technologies: peace of mind.
INSIGHT
Your mind a bustling hub, processing an overwhelming 70,000 thoughts a day.
In this constant mental juggling act, it's all too common to overlook the little things, like whether you left the garage door open, forgot to lock a door or put up the baby gate to cordon off your 4-month-old golden doodle.
There's always going to be more to worry about in life—but stressing about what's going on at home shouldn't be one of them.
STRATEGY
Relieving mental overload.
With our target audience having so much on their plate, the myQ ecosystem offers a solution that simplifies their lives, delivering not just a smarter home, but true autonomy and peace of mind.
IDEA
Boost Your Home's IQ
This campaign is designed to demonstrate the transformative potential of a smart home monitoring and access ecosystem.
Its playful, whimsical approach sets myQ apart from the competition, injecting personality and freedom into a category that’s often dominated by functional, fear mongering messaging.
