Côr Home Automation | Case Studies | Doe-Anderson Advertising
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Côr Home Automation

Our friends at Carrier saw the writing (and the devices) on the wall when nest began encroaching on their thermostat business. But they also saw that smart home technology was going to go way beyond temperature control. And they realized that the smartest way for them to compete and win was to create a standalone brand aimed at a new generation of connected, mobile-centric consumers looking for ways to simply and effectively manage all their home’s key systems.

 

Digging back into our high school Latin studies, we branded the new offering Côr – the Latin word for heart. By fortuitous coincidence, the circumflex that sits atop the “o” was a perfect visual representation of a home’s roof, thus reinforcing the brand’s positioning as “the heart of a smarter home.”

We developed a fresh, contemporary visual identity package that aligned with the brand’s strategic foundation:

• Purposeful innovation
• A growing “system of systems”
• Simplicity of installation and operation

Then we created highly targeted messaging elements, aimed first at trade customers and industry influencers.

Website

Côr, a separate brand from Carrier, needed its own website that would allow it to stand on its own and reflect its brand standards.

Packaging

We created channel launch kits that were seeded to dealers and distributors to generate buzz and excitement for new products in addition to educating them on how to sell the products.

 

Print Campaign

Trade publications were utilized to introduce new products within the industry, specifically builders and contractors. The placements primarily focused on the benefits and features to entice distributors to stock the items.

Product Demo Video

Product demonstration videos were produced for dealers to understand how to install and operate the equipment and for consumers to learn how to utilize the products and their accompanying app.

The Results

The new brand has quickly gained uptake and acceptance with trade and industry audiences, creating a distinct position in the marketplace that is clearly differentiated from nest and subsequent smart home entries from a host of new and traditional competitors alike.

The new brand has quickly gained uptake and acceptance with trade and industry audiences, creating a distinct position in the marketplace that is clearly differentiated from nest and subsequent smart home entries from a host of new and traditional competitors alike.

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