GOOGLE & GOODMAN
Google and Goodman have collaborated to launch the Nest Thermostat E + Goodman program designed for Goodman’s independent dealer network across the United States.
The new offering marks the first time Google has offered a co-branded product and experience with an HVAC manufacturer.
PLAY was brought in by Goodman Manufacturing to help launch this program. The engagement included message development, asset creation and campaign development. We first landed on the messaging through ongoing discussions with both company stakeholders and historic audience research. In working with Kleber & Associates, it became clear that the main message to quickly resonate was the two companies coming together to create a unique program with many benefits to both the homeowner and the HVAC professional.
PLAY worked hard to simplify the message, boiling it down to a visual interpretation supported by a strong headline which shouted, “Google and Goodman, together.” We included in this message the “why or reason for the collaboration”.
How did we do this? First, we created a co-branded logo where both companies had equal weight. We then created a 3D rendering of the box from flat artwork and placed it at a hero angle for maximum brand visibility. Both elements are used for internal and external communication, PR and marketing. Now the tough part. What is the simplest visual way to showcase two entities coming together to create something new? A rudimentary equation. A + B = C. We defined A and B in a fun and memorable way. Google is “Brains” because Google Nest is associated with Smart Home Tech and Goodman is “Brawn” because of their powerful HVAC systems, and strong distribution and support network. Put ‘em together and you get a program with many benefits offered in this Google and Goodman collaboration. Let’s take a look.
Co-branded logo and 3D rendering of the box for usage across PR and Marketing
Represents the campaign shown on a LED Screen located behind the checkout counter at a Goodman Distribution Branch
This execution includes a larger story about the program and benefits through a background illustration. It shows how the thermostat is hard wired to the HVAC system, is wireless to the homeowner’s mobile phone through an app, and how the homeowner can push notifications to the HVAC Pro on unit’s efficiency and possible issues. This allows the HVAC Pro to set up maintenance calls while being informed of the unit’s diagnostics.
This represents an industry full page print advertisement.
This represents the product landing page on the Goodman website.
This represents a third execution on the Brains & Brawn theme where the name takes on a graphic look to denote a “program”.
*Password Protected