Google unveils its newest advert marketing campaign for the Google Nest Mini
Google positions Google Nest Mini as a family tool that makes it easy to switch from one language to another when using voice commands
After a break of two years Google has developed an advertising campaign for its smart speaker, the Google Nest Mini.
While “voice integrations” through smart speakers are becoming an important tool for advertisers, the company is using some advertising to re-sell its range of smart speakers, this time through a digital campaign.
They position Google Nest Mini as a family tool that makes it easy to switch from one language to another when using voice commands.
About the assignment to the agency Mansi Khanna, head of consumer marketing for assistants, devices and services, Google India says: “We wanted the ad to be both relatable and unique. We usually do a lot of emotional storytelling, but our job with the agency was to make it funnier and more non-linear and show the product magic along the way. And, Lowe Lintas The team led by Prateek did a great job developing the creative idea of a middle-class Goan family helping their daughter prepare for an online school event. It's so relevant these days. I have a three year old daughter, and personally I could relate to her as much. More importantly, however, Lowe Lintas brought the creative to life by incorporating fun moments. It's not an emotional story. It's a funny story that the product integrated very cleverly. "
The ad's protagonist has an instant sympathy factor that makes repeating the ad a pleasure. Another interesting aspect of the story is that Google is using its entire ecosystem tactfully, be it Youtube, Google Calendar or Google Maps through the ad for Nest Mini.
“The letter was really sharp. Unlike other voice activated speakers, the ecosystem behind the nest is its strength, and that's exactly what we took advantage of. Such a story allows us to use the speaker and the entire Google ecosystem in so many ways for the whole family to enjoy. All from Google for all of you, that's the differentiator, ”said Prateek Bhardwaj, CCO of Lowe Lintas.
“We went through a few lines before we decided on this one. The line perfectly captures the edge that the product has and who it is for. For us, the campaign had to be sufficiently widespread to take full advantage of Google Nest. While the main story is about a family who comes together to help a little girl play Jhansi ki Rani, there are many little moments and subplots in this main theme that allow us to showcase the various functions of the nest. "
Lowe Lintas previously worked on Google campaigns such as Pixel, Google Pay, and Google Search.
Bhardwaj talks about the action behind the scenes and finds the right “Rani of Jhansi” for the film. “We shot the ad in Goa for two days. We knew casting was key and could make or break the campaign. We considered a lot of people, but when we found the girl all we knew was that she was the right fit and that we had hit a sweet spot. The moment we saw their audition we knew we had a great movie on our hands. Each of the scenes is about her role as Jhansi Ki Rani. The entire audition was great, especially the way she got into that little warrior frenzy. The angrier she got, the cuter she looked. "
