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.

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.