Our research revealed that people view smart devices as fun, but they don’t necessarily understand the value they can have in their everyday lives.

Our insight was while 60% of people didn’t think they had a need for a voice assistant, our audience secretly wished they could have more help at home. Our opportunity was clear- showcase the practical value of Google Home as the device that helps you at home.

We weren’t just buying cinema ads. We were bringing Google Home to a very large, quite comfortable living room. With that simple reframing of the opportunity, the solution revealed itself.

OK Google, Dim the Lights.

In 200+ theaters across the country during the busiest time of year for movies, we turned the last placement in the pre-show into a magical demonstration of Google Home. Our bespoke Home ad ended with the simple human query for Google to turn down the lights. In an instant a passive moment - lights dimming before a movie - created a surprising and compelling use-case that got people thinking about how they could recreate it in their own homes.

As the lights went down, the light bulb went on. Google Home became top-of-mind with a 24% increase in unaided awareness, and 16% increase in consideration among those exposed to the campaign. More importantly, Home’s holidays were a massive success. 7 million device sales - that’s more than 1 per second through all of Q4!