The communication goal
Smart speakers are a completely new concept in India. With the debut of Google Home in April 2018 - the need was to create a category from scratch and create consumer demand.
Our key task was to:
- Create intrigue about capabilities of smart speakers
- Drive aspirational value for Google Home.
- Create consumer need to own a Google home
The situation analysis
Creating a category for smart speakers - a relatively unheard of product for Indian consumers, required breaking the usual, norm and renewed thinking. We had to achieve the following :
- Not just awareness but product understanding
- Not just features but product utility in everyday life
- Not just 'cool quotient' but 'real aspirational' value
So going beyond the "30 second" TV commercial was a must to achieve all 3 objectives, To complicate matters further, we had Limited resources to work with as the client wanted to see early results before making more investments behind this product.