Create an integrated strategy to introduce Honeywell's Resideo to the tech industry and home contractors.

We analyzed Resideo’s audience, focusing on how their smart devices address home protection. We identified that the true value lies in the service subscription, offering homeowners reliable contractor support.

• Smart Home Fatigue: Homeowners were growing weary of the overhyped "smart home" trend, seeing many devices as overly complicated and unnecessary.

• Home Protection Focus: Homeowners care most about protecting their investment but often overlook underlying systems until issues arise. They seek simple solutions that offer peace of mind without added complexity.

• Contractor as Key Differentiator: Resideo's service model, providing contractor support, was the true value for homeowners, making the technology more meaningful by ensuring professional help when needed.

• Disaster as a Trigger: Disasters like burst pipes or fires highlighted the importance of having expert help, making Resideo’s service feel essential during these critical moments.

The "disaster prevention" theme was integrated into the overall strategy, positioning contractors as heroes ready to save the day, backed by Resideo's cutting-edge technology. This narrative was woven into all communications, from the event concept to the broader marketing approach, emphasizing the unique value of Resideo's contractor service. The strategy highlighted how the technology empowers contractors to proactively protect homes, reinforcing Resideo’s position as a leader in smart home innovation.

The creative team and client were inspired by an iconic clip of Richard Donner’s 1978 original superman movie, showing that there’s a human you can rely on to monitor imminent threats, then swoop in and save the day with confidence, and great hair.  

To convey the art direction, we put together a file of superhero movie posters that all had elements of mystery, disaster, and a noble confidence. The disaster scenes in the posters incorporated either water, smoke, building debris or a technological component in some way to attach the visuals to the product offerings.

The strategic planning and creative idea aligned the creative and comms teams on a central brand narrative. Positioning the brand around the contractor as the “home hero”  inspired visuals, scripts and bylines that poised Resideo and their contractors as the heroes who would defend their customer’s largest investment—their homes.