The Campaign

India is known for its ‘sweet fetish’. To complete a meal, to wish someone good-luck or for no reason at all, Indians harbor a deep-seated love for desserts. Could we harness the Indian sweet-tooth to market a technological innovation? On a weekend, at an iconic location in New Delhi, we swept India off its feet with a sweet surprise. The Google Home Donut Truck wasn’t a regular sight at the India Gate, so became an instant crowd-puller. The truck was designed to amaze and then, educate its visitors. Decorated pink with appetizing motifs and speech blurbs with relevant and witty questions. Curious visitors turned into amazed consumers on meeting the Google Home and Mini inside the truck. With every question, they got introduced to the wit and intelligence of the smart speakers. A carousel inside the truck dropped a donut or (for the luckier) a Google Home Mini!

The Brief

USD 330,430

Creative Execution

The promoters stationed at the Donut Truck were trained extensively for 3 days. They welcomed the guests dressed in baking aprons and mitts, just like bakery attendants. The speech blurbs in the design of truck discreetly planted the questions in the minds of visitors as they queued up for their chance. On meeting with Google Home, people asked their own questions or took help from the prompters that had relevant questions listed for reference. Home automation capabilities of the device were demonstrated with the help of Philips Hue smart bulbs. After the demo, the visitors pressed a buzzer kept along with the device that activated a conveyor belt carrying the donut boxes. They would exit the zone with the donut box that held either a donut or the Mini.

Describe the success of the promotion with both client and consumer including some quantifiable results

This unusual affair between technology and taste-buds, calories and conversations lasted for 18 days and panned across 6 cities and more than 20 locations ? Thousands of Donuts were distributed for the activity ? Thousands of product interactions helped make a space for the category in India. ? +8% increase in purchase intent ? +10% increase in consideration ? +17% increase in awareness The youthful design of the food truck gave people enough instagrammable moments making the campaign a social media trend, effortlessly. A simple, sweet activity that spread happiness gave huge marketing results.

Explain why the method of promotion was most relevant to the product or service

The Google Home Donut Truck - A pleasantly surprising activity in an unlikely location that swept India off its feet and created a recall for the product as well as the smart speaker category.

The activity was planned to strategically to attract, introduce and then influence urban India. 1. Attract: The Google Home Donut Truck took the crowd by surprise 2. Introduce: Demonstrations brought the product closer 3. Influence: With product relevance established, retail offers(like free headphones and Chromecast) helped close the deal The magic was recreated in corporate houses of 6 Indian cities. Stationed outside food-courts and cafeterias, the donut truck was ready to treat people just when they needed it the most. With a more tech-savvy TG, the Google Home Donut Truck met the objective of creating a category for the smart speaker market.