Campaign details
Brand: Google HomeLead Agency: EssenceRegion: APAC
Strategy
Objective
Leveraging the fever of cricket to create seamless content that meets consumer needs.
The duopolistic Smart speaker category is still in the very nascent stage in India, Google Home and Amazon Echo are actively trying to build the category and their market share in India. Amazon Echo's first mover advantage and massive marketing strategy & spends across offline and online was looking to outshout Google Home and gain advantage via higher SOV media presence.
In contrast, Google Home was operating on a shoe-string budget and...