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Google taps 72 and Sunny for new phone and Nest campaign

Google Australia has launched a new campaign promoting its range of 5G Google Pixel phones and Google Nest home smart devices, with 72 and Sunny working on the creative for the campaign.

Using the positioning that helpful tech is what ‘you need it to be’, the campaign highlights the capabilities of products including Pixel 5, Pixel 4a (5G), Nest Audio and Nest Hub, as well as Chromecast with Google TV.

72 and Sunny previously worked on creative for the launch of Google Home/Nest in Australia in 2017, as well as multiple campaigns since, and the agency returns to help Google celebrate all the ways Aussies can use these new devices.

The campaign sees each of the available devices renamed after their real world capabilities and uses.

The Nest Hub Max becomes the Google Nan and Pop Teleporter?, while a Chromecast with Google TV becomes a Google Content Curator. Meanwhile, the 5G Google Pixel becomes Google Night Time Picture Fixer Upper.

Chromecast with Google TV is featured in the Nest campaign as a new streaming device that lets users find and enjoy more of their favourite content across entertainment apps.

The campaign also introduces the new Nest Audio – Google’s new smart speaker that’s built for room-filling sound.

It also leverages new entertainment streaming partners, such as Netflix, on the Nest Hub Max Display, aka the Google Cooking Companion.

The integrated campaigns are running across digital, TV, OOH, radio, print and social.

Google Australia head of devices and services marketing, Julia Davis, said the tech company wanted to show Aussies real life uses for these devices.

“We are excited to partner with 72 and Sunny to showcase how our devices can help Aussies in their everyday life – from capturing the perfect portrait moment in low light with the new 5G Pixels to enjoying the entertainment they love in any room in the house on our speakers and displays,” she said.

Credits:

Client: Google Australia
Creative Agency: 72andSunny Sydney
Post Production: Fanatic
Music production: Otis Studios
Media agency: PHD and Essence

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