Google Home Mini
Show Don’t Sell
Why does the typical new device/service introduction always include a series of contrived, feel-good, lifestyle use cases? Don’t get me wrong, they can be effective. But it’s time for a twist.
Early creative success within the awareness portion of the larger Google Home Mini campaign, led to fuller funnel multi-channel conceptual opportunities.
Demonstrating the magic, not just the device felt like prime territory for achieving continued awareness but also increasing consideration and purchase intent. This was achieved by elevating the benefits of Google Home—showing potential users how this device can make their lives a little easier, happier, and more magical.
Primary Conceptual Angle
What if Movies —
Given the target audience’s (18-34) affinity for film, let’s place the Google Home at the center of well-known cinematic plot-lines as a trusted provider of info and support, thats always got everyone’s back regardless of the size of the situation.
Poor Kevin, could have been spared all that needless trauma, with less than ten words…
Home Alone (Holiday Season) -
Kevin’s Mom: “ok Google. Set an alarm for 5:30am.”
This scalable video-based concept (broadcast spots and YouTube :06s and :15s) was only limited by our abilities to tweak culturally relevant scenes and find angles that showed the Google Home magic:
Deadpool (NHL Playoffs) -
Deadpool: “Tell me where your boss is, or you’re going to die… in 5 minutes!”
Google VO: “In April of 2005, Road & Track magazine performed a ‘road test’... they determined the zamboni’s top speed to be 9.7 mph.”Finding Dory (everyday) -
Mr. Ray: “No, migration is about going home...”
Dory VO: “ok, Google. Show videos of the stingray migration.”No Country for Old Men (Super Bowl) -
Anton Chigurh: “What’s the most you ever lost on a coin toss? Call it.”
Google VO: “If the coin is spun rather than tossed it can have a much larger than 50% chance of...”Snatch (everyday) -
Mickey: “Ah – deh sah-sez-fren-forcher, and dah scar-her-cushons, wit dah matsen-seck-way-Core-Ver.”
Google VO: “I’m sorry I didn’t understand that.”The Martian (everyday) -
Mark Watney: “I gotta figure out how to grow four years’ worth of food, here.”
Mark Watney VO: “Ok, Google. How much protein is in a potato?”
Secondary Conceptual Angles
An Iconic Environment —
Product placement opportunities can be successful, if woven in authentically, or absurdly. The sheer cultural weight of The Simpsons, not to mention the whimsical plot-line potential, made this early concept a “hail-marry”.
IKEA In Situ —
How do we communicate Google Home’s value in the most relevant way possible—construct living room and bedroom environments in public places??? WHAT!? IKEA, dude!
With 456 stores globally (53 in the US) completely based on in situ product experiences, IKEA was the perfect partner enabling consumers to experience the Google Home’s magic in its natural habitat.