The smart-home push is here.
Nest Labs, the internet-connected device makers, acquired by Google in January, is launching its first national advertising campaign. Four television spots premiered over the weekend, part of a broad national buy. The push for three products — the Nest Learning Thermostat; Nest Protect, a carbon monoxide detector; and Dropcam, a home monitoring camera Nest bought in June — includes outdoor advertising and print placements, in Condé Nast and international publications. The campaign will also extend to several European Union countries. Nest spots will run prior to the safety videos on Virgin America flights. And the campaign has an experiential component as well, with Nest branding blanketing interactive displays in New York City and a ski lift in Lake Tahoe.
Within Google, Nest and its chief executive, Tony Fadell, are charged with leading the search engine’s ambitious leap into the fast-growing smart devices industry. It’s Doug Sweeny’s job to sell it.
Source:: AdAge – Digital