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Educate families about the power of voice technology in the home and leverage Google's strong partnership with the AFL.


Winner of:

  • AdNews Agency of the Year Awards 'Best Brand Integration' 2019
  • Festival of Media APAC Awards for 'Best Local Execution of a Global Brand', GOLD winner 2019

Finalist for:
  • Mumbrella Sports Marketing Awards 'Best On-ground Activation' 2019 - winners will be announced on July 4, 2019 


Sense executed the 'Experience' element of this activation, with credits to 72andSunny (Creative/Strategy), PHD (Media/OOH) and Essence (Digital)

01 The business challenge

After a string of successful product launches, Google added a new product to its hardware family: Google Home Mini.

Our main challenge was to raise awareness about Google Home Mini and educate families about the power of voice technology. But our secondary challenge? Leverage our strong partnership with the AFL, and engage a captive audience at an AFL game.

02 The creative solution

We designed and built a pop-up Pie Shop at the MCG to launch the Google Home Mini in partnership with the AFL.

Fans attending the weekend’s games got a chance to take home a Google Home Mini while sampling classic footy fare: delicious free meat pies.

The space was created with content in mind.  It was designed to take people from passive engagement, to curious “What’s Google doing with the AFL?” to advocate “I love this thing. It would be great to have one at home” in 10 minutes.

03 The results

More than 7,000 AFL fans tried Google Home Mini over the weekend, and 1,500 were taken home.

Our influencer reach topped 800,000 and our amplified reach was over 1.2 million through broadcast. The Pie Shop also hosted three live crosses via Channel 7, and was a hot topic among AFL watchers in Victoria. Overall the campaign drove extremely strong lift in consideration and purchase intent by consumers.


Image Credit: Sam Venn