PROJECT PEGASUS: GIVING CONTEXT TO GOOGLE NEST
Google are pioneers in using A.I for personalisation. It’s in Google’s products and their advertising. But effective personalised ads can be labour-intensive and hard to scale - and they’re usually based on personal data.
At the same time, consumer concerns about privacy and the way companies are using data to shape behaviour are growing. As the industry debates the balance between personalisation and privacy, we saw an opportunity to achieve both, and in doing so, reject the tradeoff between relevance and respect for audiences.
Google tasked Essence with creating a scalable privacy-first way of introducing Google Nest - an already well-known brand - to new audiences and growing purchase consideration. We partnered with the Guardian to bring to life the magic of Google Nest in everyday ways and engage readers in the moment.