Cannes Lions

Nest Audio Sessions

UNIVERSAL MUSIC, London / GOOGLE / 2021

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Case Film
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Overview

Entries

Credits

Overview

Background

Music is the #1 use case for smart speakers, and in the UK 69% of Brits say they are relying on music to help them transition through their daily moods. Google’s Nest Audio Sessions was designed to help consumers set their mood with music in any room, getting them closer to the artists they love and listening to them with amazing room-filling sound.

With a line-up of incredible artists and exclusive performances, from artists homes to yours, we brought audio entertainment to new levels. Filling the void left by the lack of live music and instilling a sense of unity and connection between artist and fan. Nest Audio Sessions kicked off in the UK before spreading across the globe.

Idea

Nest Audio Sessions launched over the UK’s bank holiday weekend with host Laura Whitmore. Boasting a festival style line-up filled with music experiences and more, all designed to create mood-lifting-moments. Inspired by psychology, each session was carefully curated to suit our moods over the course a day. Jessie Ware cooked up a storm, Olly Alexander took us through some of his quarantine reads and each artist recorded original performances to headline the weekend.

Then, Nest Sessions took off with and all-female line up of artists streaming direct to fans all across the globe. Each artist recorded an intimate performance direct from their home. Designing an authentic experience, listening to music the way it’s meant to be heard.

Finally, to celebrate the festive period we partnered with four top UK artists, to reimagine their favourite Christmas Number 1s. Filling people’s home with the comfort and joy of great music.

Strategy

To accurately target Google Nest’s audience, we selected artists that reflect a high affinity to technology and innovation. These artists have extremely engaged audiences within the 20-30 age bracket, perfect for cross platform funneling.

Our ambition was to create audio content that resonated with the emotional needs of consumers during lockdown. Utilising the uniting power of music to foster a feeling of connection between us all.

Nest Audio Sessions gave users of the Google Nest products an intimate musical experience. Underpinned and inspired by psychological research, to truly engage and help our audience through this difficult period.

Execution

The Nest Audio Sessions were accessible for a limited time across all Nest devices. Users simply spoke the command, ‘Hey Google, play Nest Audio Sessions’ to access the content. For our first UK activation, across the bank holiday weekend we enlisted the help of presenter Laura Whitmore to host the experience. Directing users to navigate the various content throughout the weekend. All of the content was shot and then uploaded to Google’s YouTube channel after the event.

For all Nest Audio Session activations, each recording was shot and captured in the artists home to create a genuinely authentic and personal experience. The ‘no frills’ execution let the artist and their music do the talking. With minimal musical production the performances created a raw and unfiltered effect showing a side to our artists rarely seen before, speaking to the slower pace of life being experienced in lockdown.

Outcome

What differentiates Nest Audio Sessions from other music brand campaigns during this time is that it focused on delivering a global footprint. including 17 artists from 9 different countries, across three iterations.

The first featured: Jessie Ware, Olly Alexander (Years & Years), Celeste, Mae Muller Sam Tompkins

The female-led version: Ella Mai (UK/US) Jessie Reyez (Canada), Mabel (UK), Shizuku (Polkadot Stingray), Benee (NZ), Tove Lo (Sweden), Lola Indigo (Spain), Joy Denalane (Germany) and Louane (France).

And finally the festive special: BRIT Award winners and platinum selling rick band Bastille. Chart topping artist and BRIT Award winner, Ella Eyre. Brighton born singer-songwriter and returning favourite, Sam Tompkins. And East London’s emerging R&B star, Olivia Dean

The campaign garnered huge press and PR coverage. Being promoted by each artist across social channels.

137 MILLION IMPRESSIONS

200 PIECES OF PR COVERAGE

85% INCREASED PURCHASE CONSIDERATION

3.8 MILLION ENGAGEMENTS ON

NEST SESSIONS CAMPAIGN POSTS

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