Context
When faced with growing competition in its emerging market of home automation, Domotique Home Technologie decided to stand out by getting closer to its customers.
Challenge
Our challenge was to reach an uninitiated audience and, in the face of stiff competition, to help Domotique Home Technologie cement its reputation as the expert brand in home automation.
Insight
The product was perceived to be technological, expensive and “gadgety” but it also required extensive work to install in customers’ homes.
Idea
Our idea was to create a new and much more friendly identity for the brand – one that was based on ease, closeness, familiarity and peace of mind for the end consumer.
Concept
In order to tackle the challenge head-on, we created an entirely new brand for the client: Domotizy. It was a simple name that was fluid and evocative but that also referenced easy home automation by merging the word “Domo” (meaning both “home” and “home automation” in French) and the suffix “izy” to denote the “easy”).
We also designed a new tagline that used a clever play on words: “Domotizy – a connected interior for a disconnected spirit” which was easily remembered and immediately evoked the added value of the brand, which was that customers could rely on Domotizy to help them unchain their minds from daily home problems. Finally, we enhanced the offer on a dedicated showcase website with a blog and an associated digital advertising campaign.
