Google’s Caught On Nest Cam via creative agency 72andSunny connects audiences with a question: What goes on at home when you're not there?
In May this year, Google released a series featuring lighthearted scenarios to show Australians how Google Nest Security products can help them stay aware of what's happening in and around their homes.
These featured household furry friends… and their friends as well as AFL stars Nick Riewoldt and Eddie Betts,
The campaign ran across digital, social, OOH and TV.
Jonathan Casley, chief technology officer at whiteGREY, describes the campaign as a bright and lighthearted way of promoting security technology.
“Security tech can be a particularly dry industry to convey effectively. Caught on Nest Cam does a nice job of brightening up the category, whilst not being too creepy about it," he says. "The clever bit is the way it illustrates the inbuilt smart technologies being harnessed within the product.”
Casley credits the campaign's success to its simplicity: “The creative approach is simple and charming and not just for an Aussie audience, this execution has the flexibility to work well with any ‘found’ footage.
“The fun placement of AFL stars, like Nick Riewoldt and Eddie Betts, as the backyard invaders is a fun way of lightening up the security message too – because sometimes we just want to know who kicked the ball over the fence.”
Luke Martin, executive creative director 72andSunny ANZ, said: “AFL is a great platform for us to talk about security in a lighthearted way.
"We see that when we tap into local Australian culture to hero the magic of Google’s products we see a big uplift in results.”
Peter Buckley, executive creative director at Enigma, said: “I liked that it wasn’t the usual creepy intruder theme that seems to be the price of entry for this category. Also charming how Nick Riewoldt makes a normal fence look tiny.”
Ross Cockrill, senior copywriter at Archibald Williams, says the element of humour is a stand out feature that not only highlights the need for secuirty but the curiosity to know what goes on when we aren't home.
He said: "The insight is bang on. A lot of ads for doorbell cams feature dodgy looking guys in hoodies loitering outside people’s houses, so this more whimsical approach is refreshing. These ads show that there’s so much more to be gained from owning a Google Nest Cam than just protecting your property."
Julia Davis, head of devices & services marketing, Google AUNZ said: “The AFL as the creative platform showcases how our devices help you see whatever is happening in your home or in the backyard - whether it’s a bulldog, magpie or Nick Riewoldt.”
Olivia Fleming, creative director at Half Dome, describes the ads as engaging, funny and can even pull at the heartstrings in relevant way.
Fleming: ”Great humour and light-hearted scenarios talk to a serious and what can be scary thought for the audience. Diverting away from the fear of negative situations and instead highlighting hilarious happenings is a fantastic way to demonstrate how the product can serve a need while making it a memorable viewing experience.
“The product and brand are clearly and simply represented. Within seconds of watching the ad, the viewer instantly knows it's Google. The branding is precise, the logo front and centre and the 15 seconds conclude with the distinctly branded product and logo.
"Google has created effective ads that address the human need for safety and protection in a successfully engaging and humorous way.”
Fleming says the campaign works due to its sense of connectivity between the brand and the audience.
“The ads connect with the audience by subtly asking the question, what happens in your backyard? Our inherent curiosity is excited to find out what our dog does while we're at work or if we do in fact, have nosy neighbours that like to have a sticky beak over the fence while we're away," Fleming says.
“The campaign is effective due to its consistent series of ads. After seeing their first two ads, the viewer is triggered to be on the lookout for the next, and it sparks conversation between family and friends.
“Successful commercials provide value through entertainment coupled with the ability to be thought provoking. In this case, Google has nailed both, delivering amusing content to viewers and asking the question, What goes on at home when you're not there?"
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