MyPlace introduces Aussies to Francois and Tom in new campaign for MyPlaceIQ via Braincells

Cool cats and hot dogs steal the show as the new faces of Super Smart Air-Conditioning, as MyPlace launches its national brand campaign for MyPlaceIQ via Perth creative agency Braincells, boosting its footprint and brand awareness nationwide.

Highlighting the perennial problem of air-conditioning, some like it hot and others like it cool. The campaign demonstrates how MyPlaceIQ solves that problem so now we don’t have to fight like cats and dogs.

MyPlace, an Australian-owned tech company pioneering in air conditioning for 30 years, delivers Australian-made smart home technology and “super smart air conditioning” to over 100,000 Aussie homes.

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

MyPlace marketing growth strategy manager, Ryan Northover, said the campaign emphasises the system’s core benefits by leveraging household pets, Tom and Francois, to demonstrate the comfort, control, and energy efficiency you get from the MyPlaceIQ Super Smart Air-Conditioning System: “The team have spent the last several months working on an incredible production that makes use of loveable home pets to introduce the MyPlaceIQbrand to Australian households.

“In the new campaign, our cat Tom, cleverly orchestrates his hare-brained schemes from the comfort of a suburban, smart air-conditioned home; effortlessly demonstrating how MyPlaceIQ’s smart technology keeps pets cool and comfortable – even in the height of the summer party season heat.

“Meanwhile, the enthusiastic Francoise, ever eager to please, adds comedic flair as she tries to keep up with Tom’s antics – highlighting the importance of energy efficient, smart air-conditioning at home for both our fur-baby friends and their owners.

“We learnt a lot from our previous campaigns featuring memorable characters, like the Creature Comforts Campaign in 2005 featuring a hippo and a penguin or the Barry Humphries campaign featuring the Aussie icon.

“As MyPlaceIQ aims to make Australian homes far more energy efficient than existing systems can provide, we wanted to clearly show the benefits of our zoning systems utilising characters we hope Australians fall in love with.”

The campaign will run from October 2024 to June 2025 across free to air networks, radio, online and outdoor locations in key markets in Sydney, Melbourne, Brisbane, South-East Queensland and Perth. This includes a partnership 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 drive the MyPlaceIQ launch: “Our aim was to put smiles of the face of viewers when our adverts come on the TV or when you see Tom and Francois out in the wild, fostering a sense of enjoyment and comfort, which is exactly what our products aim to do for families.

“MyPlaceIQ is the latest super-smart air conditioning innovation from our talented research and development team at the MyPlace manufacturing hub, based in Canning Vale, in the southern suburbs of Perth.

“The new IQ technology can help Australian families reduce energy consumption by up to 46 per cent and represents a paradigm shift for Australian households as we navigate the challenges of the current cost-of-living crisis and lower the overall carbon footprint of Aussie households.”

“This new commercial and campaign is designed to boost brand equity and unprompted awareness for our emerging brand in key East Coast markets, as we aggressively expand our national footprint.”

Braincells Creative
Creative Director, Braincells – Jeff Champtaloup
Project Director, Braincells – Andrea Bennett
Project Manager, Braincells – Alexandra Cobb

With thanks to MyPlace Partner Agencies
Creative – Braincells
Animation Studio – Illogic Studios (France)
Media – Match & Wood
Digital – Bang Digital
Insights & Strategy – Metrix Consulting
PR – GT Communications