MyPlace introduces Francois and Tom to Australians in new MyPlaceIQ campaign via Braincells – campaign sneak peek

Cool cats and hot dogs are gaining attention as the new faces of Super Smart Air-Conditioning as MyPlace launches a national brand campaign, MyPlaceIQ, through Perth-based creative agency Braincells, increasing its presence and brand awareness across the country.

Highlighting the perennial problem with air conditioning, some people like it hot, others like it cool. The campaign demonstrates how MyPlaceIQ is solving this problem so we don’t have to fight like cats and dogs.

MyPlace, an Australian technology company that has pioneered air conditioning for 30 years, delivers Australian smart home technology and super smart air conditioning to more than 100,000 Australian homes.

Working with Braincells and award-winning French animation company Illogic, MyPlace has invested in new and creative ways to reach Australian audiences through an eight-month national campaign.

MyPlace Marketing Growth Strategy Manager Ryan Northover said the campaign highlights the key benefits of the system by using Tom and Francois’ pets to showcase the comfort, control and energy efficiency you get from MyPlaceIQ’s super smart air conditioning system: The team has spent the last few months working on an incredible project that uses cute pets to introduce the MyPlaceIQ brand to Australian families.

“In the new campaign, our cat Tom deftly organizes his crazy plans from the comfort of his suburban, smart, air-conditioned home; effortlessly demonstrating how MyPlaceIQ smart technology keeps pets cool and comfortable even in the heat of summer.

“Meanwhile, the enthusiastic Françoise, always eager to please, adds comedic flair as she tries to keep up with Tom’s antics, emphasizing the importance of energy-efficient and smart home air conditioning for both our furry friends and their owners.

“We’ve learned a lot from our previous campaigns featuring memorable characters, such as the Creature Comforts campaign in 2005 with a hippopotamus and penguin, or Barry Humphries’ campaign with an Australian icon.

“As MyPlaceIQ strives to make Australian homes far more energy efficient than existing systems can deliver, we wanted to clearly demonstrate the benefits of our zoning systems using characters we hope Australians will love.”

The campaign will run from October 2024 to June 2025 across free-to-air, radio, online and outdoor networks in the key markets of Sydney, Melbourne, Brisbane, South East Queensland and Perth. This includes partnerships with Nine’s The Block, NRL and 7’s Summer of Cricket.

MyPlace Group general manager Darren Bee said he was looking forward to seeing Francois and Tom come to life and lead the launch of MyPlaceIQ: “Our goal was to bring smiles to viewers’ faces when our adverts are shown on TV or when you see Tom and Francois in nature, creating a sense of pleasure and comfort, which is exactly what our products are designed to provide to families.

“MyPlaceIQ is the latest ultra-smart air conditioning innovation developed by our talented research and development team at the MyPlace manufacturing center located in Canning Vale, in the southern suburbs of Perth.

“IQ’s new technology can help Australian households reduce their energy consumption by 46 percent and represents a paradigm shift for Australian households as we meet the challenges of the current cost of living crisis and reduce the overall carbon footprint of Australian households. »

“This new commercial and campaign is designed to enhance brand equity and awareness of our new brand in key East Coast markets as we aggressively expand our national presence.”

Braincell Creative
Braincells Creative Director – Jeff Champtalup
Braincells Project Director – Andrea Bennett
Braincells Project Manager – Alexandra Cobb

With gratitude to MyPlace partner agencies
Creative – Braincells
Animation studio – Illogic Studios (France)
Media – Matches and Wood
Digital – Bang Digital
Analytics and strategy – Metrix Consulting
PR – GT Communications