Creativity

There's a Heart Emoji at the Center of Nest's New Slogan and Campaign

Effort Targets Family Men

By George Slefo. Published on Oct 17, 2016

Editor's Pick

Alphabet 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 campaign attempts to bring a cozy, nostalgic feel to the brand's technology by highlighting with endearing storytelling and stylish print, the sense of comfort, safety and security Nest can help consumers achieve at home.

The target audience for Nest products are married men, who often make the push to purchase the Nest products, explained Matteo Vianello, creative director at Nest. "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 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.

See the full story on Adage.com.

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About

Credits

Date
Oct 17, 2016
Chief Marketing Officer:
Doug Sweeny
Client:
Nest
Chief Creative Officer:
Matteo Vianello
Head of Brand Strategy:
Anton Oenning
Head of Advertising & Engagement:
Gene Willis
Copywriter:
Andy Sohn
Producer:
Michael Becerra
Art Director:
Alessio Krauss
Production:
Erik Tomita
Retouching:
Patrick Miller
Photographer:
Michael O'Neal
Assistant Photographer:
Preston Richardson
Production Company:
Marea Productions
Producer:
Nanishka Camberos

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