GOOGLE HOME

TitleGOOGLE HOME
BrandGOOGLE
Category D06. Live Events
Product/ServiceGOOGLE HOME
Entrant JACK MORTON WORLDWIDE London, UNITED KINGDOM
Idea Creation JACK MORTON WORLDWIDE London, UNITED KINGDOM
Production JACK MORTON WORLDWIDE London, UNITED KINGDOM
Credits
Name Company Position
Caroline Wurfbain Jack Morton Worldwide SVP, Client Services Director
John Grigg Jack Morton Worldwide Executive Producer
Stephen Messham Jack Morton Worldwide Senior Creative Associate
Kiki Kowalski Jack Morton Worldwide Producer
Kris Love Jack Morton Worldwide Production Manager
Lina AuePogatschnigg Jack Morton Worldwide Creative Assosiate
Aaron Arthur Jack Morton Worldwide Logistics Director
Jenna Gelich Jack Morton Worldwide Logisitics Manager
Siobhan Husbands Jack Morton Worldwide Project Co-ordinator
Matt Hoare Jack Morton Worldwide 2D Designer

The Campaign

We developed the idea of this tech launch being less of a one-way screen based presentation and more of a social experience. We broke the traditional tech launch rules by creating a beautiful, aspirational home in which people were encouraged to put their phones down and be more ‘in the moment’. It was informal, human and warm, full of design details that were designed to bring a smile to the face and enjoyed together. The products were displayed in beautiful, homely Instagrammable settings; a world away from the sterile, all-white world of tech events.

Creative Execution

Building on our insight, we developed the idea of this tech launch being less of a one-way screen based presentation and more of a social experience. We broke the traditional tech launch rules by creating a beautiful, aspirational home in which people were encouraged to put their phones down and be more ‘in the moment’. It was informal, human and warm, full of design details that were designed to bring a smile to the face and enjoyed together. The main presentation was screen-free – just the presenter and product - with guests seated at round tables, enjoying a social dining experience. And the product demonstrations were more like informal conversations, conducted in the ‘rooms’ of Google’s stylised home, allowing guests to experience first-hand this social application of the internet in a variety of settings.

Indication of how successful the outcome was in the market

Thanks to a very sociable UK launch for Home, Google secured 170 pieces of coverage directly resulting from the launch event. This included major mainstream publications, tech publications and tech blogs such as T3 magazine, The Sun, The Times, The Mirror, Stuff magazine, BBC, Pocket Lint, Trusted Reviews, Ars Technica, Wired, Huffington Post, The Telegraph and many, many more.

Our research and insight work focused on looking at the wider impact of technology on society and family life, in particular. We were looking for a bigger story. And we found it, right before our eyes. Because, although technology enables incredible experiences and new possibilities, our research also revealed a story of increasing isolation and breakdown in social interactions. Our love of smartphones might be connecting us with people all over the world but it also places a physical, real world barrier between us and those that are right there in front of us. Nowhere is this effect more keenly felt than in the home, where family members can be sat around the same table and yet all engrossed with their screens, rather than each other. It is for these reasons that we can see an increasing interest in digital detox and ways of limiting screen time in the home.