Campaign details

Brand: Google Home
Lead Agency: Essence
Region: 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 wanted to build the category and market share with partnerships as the main marketing strategy for 2019. Cricket in India is a religion and cuts though all demographics and geographies, and in 2019 it was poised to be bigger than ever. The IPL and the World Cup were slated back to back. Given that the product has excellent features for cricket lovers, Google Home decided to lead from the front targeting the audience that eat and sleep cricket.