MODENA unveils 'Home that gets you' campaign with IoT ecosystem launch

MODENA, the home appliance brand, has launched "Seamless IoT", an integrated ecosystem of Internet of Things (IoT) devices, under a new campaign: “Home that gets you.”

The ecosystem includes a suite of 17 interconnected products. Central to this is the MODENA Seamless app, a control centre that acts more like a conductor than a switchboard. It allows users to personalise device behaviour by room, by time of day, or even by individual family members.

“Through MODENA Seamless IoT, we aim to offer household solutions that are not only smart and connected, but truly understand their users,” said Nicole Jizhar (pictured, second from right), executive vice president at MODENA. “The ‘Home that gets you’ campaign reflects our vision to create living spaces that are intuitive and relevant to the dynamics of modern lifestyles.”

Don't miss: Beyond the kitchen: MODENA's shift to purpose-driven innovation, connected living

The campaign is a month-long activation featuring a video on smart living, influencer collaborations demonstrating real-life integration, media and PR outreach, and billboard placements, the firm said.

At a glance, MODENA’s new products tick the expected boxes: water dispensers that remember your preferences, air purifiers that detect pollution levels in real time, and robot vacuums that map rooms and avoid collisions. But the real differentiator lies in how these devices interact - with each other and with the user.

“The main advantage of the MODENA Seamless app lies in its ability to personalise down to the room type and how devices are grouped within it,” explained Verina Winata (pictured, second from left), head of IoT at MODENA.

That means a home office can be optimised for focus with specific lighting presets, while a bedroom might respond to sleeping patterns with quiet air purification and ambient lighting cues. The result isn’t just convenience - it’s rhythm, calibration, and a strange sense that your home is, quietly, paying attention.

The system scales too. A dedicated wall-mounted Smart Panel offers users another layer of control, managing over 200 devices without ever reaching for a phone.

What MODENA is doing with this launch goes beyond product diversification - it’s a redefinition of identity. Known for decades as a home appliance firm, the company is now positioning itself as a lifestyle infrastructure provider. In a recent conversation with MARKETING-INTERACTIVE, Jizhar detailed the company’s evolution toward a connected, human-centric future.

“Today, MODENA is no longer known solely as a home appliance specialist,” Jizhar noted. “We continue to evolve in step with the dynamics of human lifestyles.”

The emphasis on adaptation feels particularly timely. As Southeast Asia’s smart home market accelerates - forecasted to grow at over 30% CAGR through 2030 in Indonesia, according to Grand View Research - brands that treat IoT as more than a checklist will likely earn consumer trust faster.

“Through the launch of MODENA Seamless IoT, we’re not only introducing our latest line of smart devices, but also reaffirming our commitment to delivering solutions that make life at home more intuitive, connected, and meaningful,” Winata concluded.

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