The sentiment of finding something after you lost is a mutual rejoice of human lives.
That’s why the Bluetooth-tracking device, Tile subjects it with a super-cute spot in a perfect example of story marketing. With the help of Deutsch L.A. and directed by Mark Molloy – the ad has taken cues from real life situations. The film opens with an adorable stuffed panda named Ernie that wakes up to an urban street and is probably lost…
Then the panda starts to travel the whole city all alone, taking a subway, getting into a small boat with an old man, looking at every passing girl to find his owner. At the end of the day with the help of the Tile device, the girl finds her beloved toy, the tagline reads: Together we find.
Here are the video and some snapshots of the campaign:
The film will run as TVC and online in 60-, 30-, and 15-sec. formats, while the full-length clip will be available on the company’s social platforms.
Tile CMO, Simon Fleming-Wood says part of the goal was to illustrate that the company wants to be positioned as not only a bluetooth-enabled tracking device, but also a millions-strong community. He says,
Our goal from the start has been to shift the perception of Tile from that of a functional tracking device to a brand with an emotional connection. We hear so many stories where Tile devices help our users, but the most emotional are when the Tile community works to reunite someone with their lost object. It’s a story we can all relate to. We all have an object that holds an irrational amount of meaning, and we all have a story where, through the help and kindness of strangers, our lives were made a little better.
The Deutsch Executive Creative Director, Guto Araki talks about the marketing behind the spot and says,
When we lose something and then find it, it’s an indescribably good feeling. But how could we tell that story so that the lost thing is compelling to everyone? That was the challenge. So, we realized that by transforming something into someone, we could end up with a beautiful love story.
The campaign also has some other components such as “Lost Panda” posters which will run in New York and San Francisco, as well as an influencer push, to share teaser videos of Ernie. Online, there’s a happier version of the video featuring the girl and Ernie, which teaches the customers how to use Tile.
As the holidays approach, Tile will also be debuting a children’s book called “Lost & Tile: Ernie’s Journey,” that’ll be featuring a bunch of “look and find” illustrations inspired by the story. Tile is available on both iOS and Android.
This reminds us of last year’s “Buster the Boxer” by John Lewis. We hope the cute story will spread soon, and so will the device.