When Google debuted its Home device in Canada, it wasn’t just about introducing a product, it was about launching a new category. To educate people on how the voice assistant can make their lives easier, PHD negotiated multiple integrations and partnerships that demonstrated the device’s functions in both broadcast and cinema. It partnered with Cineplex on a global-first execution, airing a five-second spot that asked Google Home to “dim the lights” right before a movie began. The team also partnered with the Property Brothers to show viewers how to control their home’s temperature via Nest. Show hosts in English and French Canada were also shown controlling the device during live broadcasts. The campaign was a success, with a lift in both awareness and purchase intent.