Cannes Lions

Hey Google, Dim the Lights

PHD, New York / GOOGLE / 2018

Awards:

1 Shortlisted Cannes Lions
1 of 0 items

Overview

Entries

Credits

OVERVIEW

Description

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.

Execution

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.

Outcome

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!

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