2018 Winner
Google Home Drives Home Sales
PHD Canada
SilverProducts and Services - Best in Durable Goods
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.
Credits
Client
Amanda Hsueh, Head of Consumer Marketing
Andrew Rapsey, Hardware Marketing Lead
Alex Marks, Product Marketing Manager on Home
PHD
Alanna Howe, Account Supervisor, Client Service
Chris Jimenez, Account Manager, Client Service
Brent Jones, Account Director, Investment
Cineplex
Cory Atkins, Senior Accounts Director
Sportsnet
Jeff Webb, Director Sportsnet Integrated Sales
Gino DiGiulio, Account Manager Sportsnet Integrated Sales
Corus
Ashley Jones, Project Manager
Sadia Butt – Broadcast National Account Manager
Trevor Williams, Creative Director/Writer
Mark Gamble, Director/Writer
TVA
Geneviève Brodeur, Director, Media Solutions
Caroline Jacques, National Sales Representative, Broadcast
Véronique Di Lullo, Director, brands and contents