Nest: Knowing

Straplines Has an Emoji in it

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Google rolled out a marketing campaign with a new slogan for its Nest line of products Monday, just in time for the forthcoming winter and holiday season.

The slogan, "We (Heart) Home," features a heart emoji, and promotes Nest products, which include the flagship Nest Thermostat, the smoke and carbon monoxide detector, Nest Protect, and the company's indoor, outdoor camera, Nest Cam.

The target audience for Nest products are married men, who often make the push to purchase the Nest products, Mr. Vianello said. "We are most popular with homeowners who have kids," he said. "We are going after the guy with kids who really cares about their home."

Three videos were made for the campaign and each showcases families.

One features a boy who appears hell-bent on saving energy; he doesn't flush the toilet after he pees and he turns off the water as his dad's shaving. Another (above) shows a father watch in real time what appears to be an intruder -- the person is wearing a black hat and black trench coat -- breaking into his home. He soon realizes this person isn't an intruder, but his daughter, who is hungry and raiding the fridge. A third shows a little girl, whose adorableness practically explains why you need a Nest smoke and carbon monoxide detector.

The campaign will run in print, out-of-home and broadcast, with TV appearances slated for most of the major networks, as well as popular cable channels like HGTV.

"It is our third year advertising in broadcast and as connected homes become more mainstream, our message has shifted from 'what' the product is to more about 'how' a product like the thermostat can conserve energy," Matteo Vianello, creative director at Nest, said. "We want you to think about Nest as a part of that movement."

The offerings will be marketed differently from the recently announced Google Home, a voice-activated assistant and Amazon Echo rival. Although Home is being handled by a different team, it does make an appearance in one of the Nest spots, but only in the background and not in use.

"We think of Google Home as an interface, but we want the Nest product to live in the background," Mr. Vianello said. "Google Home is more like a phone, but it's not part of the Nest ecosystem. It is a Google product whose focused on entertainment and answering questions. That is not our focus at Nest. But these are complimentary products."

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About

Credits
Date
Oct 17, 2016
Agency:
In-house
Chief Marketing Officer:
Doug Sweeny
Client:
Nest
Chief Creative Officer:
Matteo Vianello
Head of Brand Strategy:
Anton Oenning
Head of Advertising & Engagement:
Gene Willis
Executive Producer:
Jessica Koontz
Copywriter:
Andy Sohn
Producer:
Stacey Higgins
Copywriter:
Matt Rivitz
Art Director:
Tyler Magnusson
Production Company:
Super Prime
Managing Director:
Michelle Ross
Executive Producer:
Colleen O'Donnell
Director:
Emmett Molloy
Shoot Line Producer:
James Veal
Director of Photography:
Giles Dunn
Editing House:
Hutch Co.
Executive Producer:
Jane Hutchins
Editor:
Jim Hutchins
Assistant Editor:
Patrick O'Leary
Music:
MAS Original Track
Mix:
Eben Carr
Mix Company:
One Union
Finishing House:
Ntropic
Senior Flame Artist:
Maya Bello
Flame Assistant:
Gillen Burch
Flame Assistant:
Yvonne Pon
Senior Producer:
Emily Avoujageli
Colorist:
Marshall Plante
Color Producer:
Kevin Miller

See more credits

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