Background

In a technology-saturated market, consumers are no longer looking for simple functionalities; they are looking for partners that integrate organically into their lives. People long for products that not only save time or complete tasks but also adapt to their personal pace and style. The true value lies in technology's ability to enhance individuality and transform the everyday into something extraordinary. Peabody, with its blend of aesthetic design and practical functionality, is perfectly positioned to meet this demand, offering solutions that ease daily tasks without sacrificing style.

Creative Idea

The creative idea was materialized in the slogan: "Life designed your way." This concept goes beyond a campaign to become a statement of the brand's principles. It's not about a product, but a promise: the promise that every Peabody object is designed to give you freedom, simplify the complex, and allow you to choose how you want to live. The creativity focuses on inspiring users to see their routines not as obligations, but as acts of personal design, where technology works as a silent and elegant enabler so that the everyday can also be extraordinary.

Insights & Strategy

The key insight is that technology must stop being just a 'gadget' and become an extension of the user's lifestyle. People don't want to adapt their lives to technology; they want technology to adapt to them. Our strategy was to elevate Peabody's positioning beyond individual products to build a unifying brand philosophy. The goal was to communicate that Peabody not only sells appliances, but provides the tools for each person to design their life their way, with freedom, comfort, and solutions designed for their well-being.

Execution

To maximize impact during one of the most important e-commerce events of the year, we launched the campaign "Life Designed Your Way" as the central concept for CyberMonday communication. The execution focused on direct conversion channels, using Peabody's official Instagram and Facebook accounts to promote key offers. The star product was the robot vacuum with an automatic cleaning station, a clear example of how technology can simplify life. By associating the hashtag #LifeDesignedYourWay with CyberMonday promotions, we aimed not only to boost sales but also to start building a deeper, aspirational meaning around the brand's offers.

Results

The tactical campaign for CyberMonday achieved its goal of communicating the brand's offers under a new conceptual umbrella, achieving 100% positive sentiment across all its posts. This initial action, although focused on Peabody's own channels, served as a successful pilot to test the new brand philosophy in a commercial context. The analysis of this execution reveals two key conclusions: first, that the concept "Life designed your way" is flexible and powerful enough to support and add prestige to direct sales campaigns. Second, it highlights a fundamental strategic opportunity.