The smart speaker market in India is still at a nascent stage. Google realized that in order to increase adoption of its smart speakers, Google Home and Mini, it needs a talk-worthy campaign. Something that comes as a pleasant surprise and stays as a pleasant memory long after the campaign is over.

With its competitor Amazon spending huge to market Alexa, Google also wanted to create an opportunity for real product interaction that’s fun and shareable, so that everyone goes home talking about what Google Home and Mini are capable of.

The promoters stationed at the Donut Truck were trained extensively for 3 days. They welcomed the guests dressed in baking aprons and mitts, just like bakery attendants.

The speech blurbs in the design of truck discreetly planted the questions in the minds of visitors as they queued up for their chance. On meeting with Google Home, people asked their own questions or took help from the prompters that had relevant questions listed for reference. Home automation capabilities of the device were demonstrated with the help of Philips Hue smart bulbs.

After the demo, the visitors pressed a buzzer kept along with the device that activated a conveyor belt carrying the donut boxes. They would exit the zone with the donut box that held either a donut or the Mini.