Nest and West Coast Customs Team Up to Reinvent the Firetruck


Nest, which was acquired by Google back in January are beginning an aggressive outdoor campaign in downtown Manhattan to promote their reinvention of the smoke alarm. They've teamed up with West Coast Customs (most memorable from MTV's Pimp My Ride) to reinvent the firetruck which will be the main feature of the campaign.


It's the next step in the smart-home outfitter's first big marketing campaign called "Thoughtful Things," which began with a series of TV commercials in November.

The firetruck is equipped with installations to demonstrate its internet-connected smoke alarm, Nest Protect. The public will be able to buy the Protect right there, along with Nest's thermostat and video camera. The truck will also host free phone charging, gift-wrapping and kids' firefighter hats.

"Everybody loves fire trucks" said Doug Sweeny, VP marketing. The truck has visited some 40 schools, a bid to reach Nest's target market of middle American families and spread the word of fire safety in homes.


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Written By

Louise Johnston

With experience in the Irish FMCG industry LoJo has previously worked for global brands such as Bacardi and Red Bull. She can be described as a passionate infomaniac with an innate flare for brands, marketing and tech trends.