Google Australia’s latest installment of Nest Cam campaign via 72andSunny, Essence and PHD
Google Australia has launched a new iteration of its campaign promoting the Google Nest Cams and Doorbell, created by 72andSunny in collaboration with Essence and PHD.
The campaign is the latest iteration of the “Caught on Nest Cam” platform first launched by the agencies in August last year, and built upon just two months later in November.
Other Assets:
Ready Eddie 15″: https://www.youtube.com/watch?v=K8sJjDda9TI
Doggy Door: 15″: https://www.youtube.com/watch?v=fijfLEtGq3A
The campaign is based on the insight that, for many Australians, security products are used most often to check in on their homes and feel connected to the things they love within them.
This is even more relevant now as people return to office and travel overseas, spending more time away from their homes and pets. Google Nest cameras and doorbells can detect and notify users of important activity and even tell the difference between people, pets, vehicles or a package.
Starring some furry friends and ex-AFL players, Nick Riewoldt and Eddie Betts, the campaign builds on Google’s broader partnership with the AFL including its recent AFL focused brand building campaigns.
Featuring three 15″-spots, the creative uses humorous scenarios to demonstrate how Google’s Nest Cams and Doorbell products can help you to keep an eye on your home from anywhere.
In one spot, AFL player Nick Riewoldt jumps the fence into a backyard to pickup an AFL ball he presumably kicked into the yard by accident. Riewoldt kicks the ball back over, and turns to wave and say ‘sorry’. Cutting to a white background with text, the voiceover reads ‘With the Google Nest Cam, know if its a bulldog, a magpie, or Nick Riewoldt’.
The integrated campaign will run across digital, social, OOH and TV and is deigned to drive sales of the portfolio of products in the lead up to the EOFY sale period.
An example of the outdoor execution.
“We are excited to launch the next chapter of our Nest Security campaign which uses the AFL as the creative platform to showcase how our devices help you see whatever is happening in your home or in the backyard – whether it’s a bulldog, magpie or Nick Riewoldt,” Julia Davis, head of devices & services marketing, Google AUNZ.
“AFL is a great platform for us to talk about security in a lighthearted way. We see that when we tap into local Australian culture to hero the magic of Google’s products we see a big uplift in results.” said Luke Martin, ECD, 72andSunny ANZ.
Credits
Client: Google Australia
Creative: 72andSunny Australia
Production Company: 13&Co
Film Studio: Vandal
Audio Production: Otis
Media: PHD and Essence
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topics
72andSunny
Eddie Betts
Essence
Google
Google Nest Cams
Julia Davis
Luke Martin
Nick Riewoldt
PHD
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