Ecovacs - DEEBOT Judgemental Robot, Popcorn

Getting boomers to make the jump to robotic vacuum cleaners

Challenge: Ecovacs is a robotic vacuum manufacturer; the largest home robotics company in China, but comparatively unknown in Western countries. Ecovacs wanted to challenge leading brands in Europe and the US for a share of the market. In a slick, feature-driven marketing environment, they needed a way to stand out.

Solution: We invested the brand with humour and humanity - both notably lacking in the category. We gave Ecovacs DEEBOT a personality - the consummate cleaning professional. Diligent, dedicated, and constantly thwarted by messy humans. Our idea: not only is DEEBOT cleaner than you, it judges you for it.

Outcome: A big idea and a clear brand voice to launch this critical first campaign. The films achieved excellent results globally, with particularly high view through rates in the US at 54.7%. And in China there was good social media pick up with KOFs sharing on Weibo and WeChat, and 1 million views within three days.​