The campaign, which launches tomorrow, follows the launch of Hive Welcome Home, a subscription-based smart home service package launched in both the UK and North America in May.
"Hive Welcome Home is a change from one-off devices. It's the result of understanding that what consumers really want are affordable and easy self-install products," Nina Bhatia, managing director of Centrica Connected Home, said.
To better communicate this approach, Hive's parent company Centrica Connected Home worked with branding agencies Wolff Olins and Added Value to build a new brand visual identity, character, positioning and tone of voice.
"Until now, Hive's positioning has been focused largely on function – emphasising the ability for the user to control their home," Nicky Mackrell, global brand and marketing director, Centrica Connected Home, explained. "We wanted to reposition the brand as one that helps people live brilliantly. That the home is a place of enjoyment and Hive is about bringing together products and services to make everyday life effortless and enjoyable."
This new positioning is communicated by a campaign created by CHI & Partners under the line "Let's get living". In the UK, media is handled by MediaCom while Ogilvy is providing media distribution support in the US.
The spot (US version shown above) titled "Perspectives on Life" makes use of vibrant colours and dynamic stories of people in real use-case scenarios to "shake up what’s traditionally been seen as a device-led category," Mackrell added.
"We want consumers to see themselves in that moment, warm to the bright happiness shown, and have an ah-ha moment. They may not say, oh I need to invest in that right now, but they will think about it," she continued.
In the US and Canada, the spot will run on local broadcast and cable channels including Prime, Sports, Morning News, Prime Access and Late Fringe.
In the UK, it will run (with an English-accented voice-over) on selected major stations including ITV, Channel 4 and Sky1.
The campaign is further supported with digital out-of-home executions, experiential and digital.
The new campaign also reflects Hive's multi-market strategy, Bhatia observed. "So far our campaigns have been UK-focused and centred around heating. This campaign's rallying cry has to work across markets and communicate our new positioning and voice."