With the help of the creative firm 72 and Sunny, Google asks audiences through its Captured On Webcam campaign: What happens at home while you're not there?
To demonstrate to Australians how Google Nest Security products may help them keep informed about what is occurring in and around their houses, Google released a series of humorous scenarios in May this year.
Along with AFL stars Nicky Riewoldt and Eddie Betts, they included household pets... and their friends.
Digital, social, outdoor media, and television all participated in the campaign.
WhiteGREY's chief technical officer, Jonathan Casley, calls the campaign a positive and humorous way to promote security technology.
"Security technology can be a difficult field to communicate well. While not being overly scary, Caught on Nest Cam does a decent job of bringing some color to the topic "He claims. "The way it demonstrates how the product is using its built-in smart technology is clever.
The campaign's success, according to Casley, may be attributed to its straightforwardness: "The creative approach is easy and appealing and not just for an Australian audience; this execution has the versatility to work well with any "found" material," she says.
Because there are times when we just want to know who booted the ball over the fence, the clever casting of AFL stars like Nick Riewoldt and Eddie Betts as the backyard intruders is a humorous approach to lighten up the security message.
"AFL is a terrific platform for us to talk about security humorously," said Luke Martin, executive creative director of 72andSunny ANZ.
We observe that outcomes significantly improve when we use Australian culture to highlight the wonder of Google's products.
"I appreciated that it wasn't the standard spooky intruder theme that appears to be the price of admission for this category," remarked Peter Buckley, executive creative director at Enigma. How Nick Riewoldt shrinks a typical fence is quite charming.
The use of humor, according to Ross Cockrill, senior copywriter at Archibald Williams, stands out because it draws attention to both the importance of security and our natural curiosity about what happens when we're not home.
The insight is spot on, he remarked. This more whimsical approach is welcome because many advertisements for doorbell cams show shady-looking men lingering outside of people's homes. These advertisements demonstrate just how many benefits there are to owning a Google Nest Cam.
The AFL as the creative platform highlights how our devices help you view whatever else is occurring in your home or backyard, whether it be a bulldog, magpie, or Nick Riewoldt, said Julia Davis, head of devices & services advertising, Google AUNZ.
The ads, according to Half Dome's creative director Olivia Fleming, are compelling, humorous, and even capable of touching viewers' hearts in a meaningful way.
Fleming said, "Great humor and silly scenarios speak to a serious and maybe terrifying notion for the audience. It's an excellent method to show how the product can meet a need while creating a memorable viewing experience to shift the focus from the dread of bad events and instead showcase amusing occurrences.
"The brand and product are simply and plainly portrayed. After only a few seconds, the viewer recognizes that the advertisement is for Google. The logo is prominently displayed, the branding is exact, and the 15 seconds end with the clearly branded product and logo.
"Google has produced compelling and hilarious ads that skillfully address the desire for safety and protection in people.
According to Fleming, the ad succeeds because it creates a sense of connection between the viewer and the company.
What goes on in your backyard? is a subtle question that the advertisements use to engage viewers. Our natural curiosity is eager to learn what our dog does while we are at work or whether we actually have nosy neighbors who enjoy sticking their beak over the fence while we are away "Fleming asserts.
"The campaign is successful because of its reliable run of advertisements. The viewer is motivated to watch the next ad after seeing the first two, and it prompts dialogue among family and friends.
"Successful ads offer value through amusement and the capacity to provoke thought. In this instance, Google has successfully asked the question, "What happens at home when you aren't there?" while also providing viewers with quality entertainment.
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