Shelly
Client
Shelly
Job Description
- Brand Audit
- Redefined Audience Segmentation
- New Brand Positioning
- New Slogan
Summary
Shelly Group (formerly Allterco Robotics), is a Frankfurt Stock Exchange-listed corporation with strong positions in the smart automation market. The goal of this project was to audit and optimize the core of its brand presence, unleashing the power of Shelly’s brand so that it works for the company’s ambitious plan for global leadership.
The Challenge
Shelly has a loyal core following of geeks and tech enthusiasts. However, working towards its ambitious growth plan required reaching a much wider audience of people with less technical skills and knowledge about smart home technology. The core question was this:
How do we expand the audience exponentially through a brand presence that resonates with both tech-savvy users and those new to the field?
Our Approach
To reach a wider audience, Shelly needed to identify common ground between vastly different customer groups. Discovering this common ground relied on identifying and understanding the different segments: their attitudes, behaviors and beliefs.
In the discovery phase of the project, we interviewed over 30 current and potential clients from 12 countries. The audience segmentation we developed for Shelly is based on two core factors:
1. Their level of technical interest
2. Their desire to explore and experiment
We identified six target groups with distinct needs and expectations towards the category.
FOR EACH OF THEM, WE DEFINED THE BRAND’S ROLE, CORE PROMISES AND MESSAGES, AND GENERAL MARKETING APPROACH.
All key brand assets were defined in our Brand Roadmap tool. This way Shelly has a practical marketing tool it could use in its effots to reach all audiences, across all platforms and touchpoints, with a brand presence that is both consistent and relevant.
Key Takeaway
What makes Shelly’s products truly stand out is their freedom and flexibility: they allow anyone with the right skill set and enough imagination to explore what is possible, creating new and unexpected use cases. The company’s internal processes enable it to move faster than its competitors, creating new devices to meet user expectations.
We placed this finding at the core of the brand positioning, celebrating the freedom and versatility Shelly provides. The new slogan reflects this positioning, appealing to both tech-savvy users and category newcomers:
Explore the possibilities
