The communication goal
Smart speakers are a completely new concept in India. With the debut of Google Home in April 2018 - the need was to create a category from scratch and create consumer demand.
Our key task was to:
- Create intrigue about capabilities of smart speakers
- Drive aspirational value for Google Home.
- Create consumer need to own a Google home
The situation analysis
Creating a category for smart speakers - a relatively unheard of product for Indian consumers, required breaking the usual, norm and renewed thinking. We had to achieve the following :...