LONDON – Centrica-owned smart home brand Hive will today unveil ‘Sweet Dreams’, the second spot in its multi-market ‘Let’s Get Living’ campaign, which broke earlier this month – providing specific perspectives on how people can benefit from Hive smart home plans and connected home products.
The 30” ‘Sweet Dreams’ spot, airing across the UK, the US and Canada, illustrates how Hive smart home solutions can help customers enjoy the moments that matter by focusing in on a dad holding his soundly-sleeping baby, who realises he is pinned to the sofa and the lights and TV are still on.
The Hive app lets him enjoy this moment of calm as he uses it to dim the lights and turn the TV off without ruining the magic and waking his baby.
The spot features products including the Hive Active PlugTM, which allows customers to turn the TV off remotely, and Hive Active LightTM bulbs, which can be dimmed or switched on and off through the Hive app. It will be followed by a series of further spots, focused on specific use cases, throughout the summer and autumn.
Created by CHI&Partners, the ‘Let’s Get Living’ campaign aims to introduce the UK-headquartered Hive brand to new territories including the UK, Canada and the US, following parent company Centrica’s commitment to invest £500 million to take the Hive experience multi-market.
Spanning TV, radio, digital out-of-home, print and social media, the campaign broke earlier this month with a 30-second ‘Perspectives on Life’ spot – highlighting how Hive’s smart home experience frees customers up to prioritise what matters the most.
The campaign aims to avoid the tech-focused stereotypes of the connected home category – instead showing how smart home products have a meaningful impact on daily life.
“Our aim was to bring the human touch to the Hive brand”, said Nicky Mackrell, Global Brand and Marketing Director, Centrica Connected Home. “We want everyone to be able to connect with the Hive experience, not just people interested in technology.”
“Let’s Get Living is designed to capture moments where smart home technology brings tangible benefits, showing everyday situations we can all relate to,” said Mackrell.
Nina Bhatia, Managing Director of Centrica Connected Home, said, “Thanks to our knowledge of more than half a million customers, we know there’s no one-size-fits-all approach. We’re responding to that, providing tailored and accessible smart home experiences to make everyday life easier.”
“There’s still a big job to do to show people how having a smart home enhances daily living, which is what our campaign sets out to do. Our brand positioning, Let’s Get Living creative and our subscription plans are all about freeing people up to help them get more from life.”
Client Name: Nicky Mackrell
Joint Executive Creative Director: Micky Tudor
Creative Director: Jay Fretwell
Creatives: William Cottam, Duncan Brooks
Planner: Oliver Feldwick
TV Producer: Rob Steiner
Creative Producer: Ruby Hill
Business Director: Sarah Carolin
Account Director: Eliza Sloss
Production Assistant: Hannah Greene
Production Company: Pretty Bird
Production company producer: Ted Thornton
Director: Max Malkin
Director of Photography: John Lynch
Grade: The Mill
Production and Visual FX: Big Buoy (Polly Durrance – Big Buoy Producer)
Offline Editing: The Whitehouse (Antonia Porter – Whitehouse Producer)
Editor: Sam Gunn
Engineer: Aaron Reynolds, Tom Heddy
Music Company: Tin Drum Music
UK Voiceover: Callum Cameron, Dolly Wells
US & Canada Voiceover: Juliana Yazbeck, Stefan Trout
UK Media Agency: MediaCom
US & Canada Media Agency: Neo@Ogilvy / Mindshare
Social Media Agency: AllTogetherNow
Social Media Planner: Flora Proudlock