Title	GOOGLE OUTSIDE
Brand	GOOGLE UK
Product/Service	LOCATION BASED DIGITAL BILLBOARDS
Category	C04. WAYFINDING & SIGNAGE
Entrant Company	R/GA London, UNITED KINGDOM
Advertising Agency	R/GA London, UNITED KINGDOM
Media Agency	MANNING GOTTLIEB OMD London, UNITED KINGDOM
Production Company	GRAND VISUAL London, UNITED KINGDOM

Name	Company	Position
Anthony Baker	R/GA London	Technology Team Lead
Clara Tudela	R/GA London	Visual Designer
Dan John/Taraneh Khosrowshahi	R/GA London	Senior Producer
Francis Horsman	R/GA London	Technology Team Leader And Solutions Architect
Gabriel Dobritescu/Razvan Creanga	R/GA London	Senior Quality Assurance Engineer
James Temple/George Prest	R/GA London	Executive Creative Director
Luke Wicker/Wilf Eddings	R/GA London	Creative
Mircea Georgescu/Gabriel Totoliciu	R/GA London	Open Standards Developer
Patrick Van Kann/Dave Robbins	R/GA London	Executive Technical Director/Executive Delivery Director
Pete Jupp	R/GA London	Design Director
Remi Abayomi	R/GA London	Group Account Director
Ricardo Amorim	R/GA London	Creative Director
Paris Lawrence	R/GA London	Associate Creative Director
Viorel Sfetea	R/GA London	Senior Software Engineer
Alessandro Stefani	Google EMEA	Product Marketing Manager
Graham Bednash	Google EMEA	Consumer Marketing Director
Martin De Fleurian	Google EMEA	Product Marketing Manager
James Thomas	Manning Gottlieb OMD	Media Communications Agency)
Jonathan Conway/Jamie Finn/David Williams	Talon	Out Of Home Media Agency)
Dan Dawson/Jeremy Taylor/Ben Putland	Grand Visual	Production Company)
Talon Outdoor		Additional company

Brief Explanation

Our big challenge from a technical perspective was to replicate this search experience, and serve real-time and relevant information on the go, to over 200 screens across London. There was no system in place that would allow us to deliver this kind of localized and targeted messaging, so we set out to develop our own storytelling platform, tailored to time and place, enabling us to deliver the kind of search stories that our London audience could relate to. We also had to create a cloud architecture that could allow to tailor stories without knowing the data in advance.

The Brief

We don’t think, we just search; taking the habits we've learnt on desktop, straight to the devices in our hands. But search on mobile is different - it’s all about context. Google Search App uses your location, day, time and search behaviours, to predict and deliver the right information, at the right time. Rather than build our own devices from scratch, we leveraged the existing technology in Digital Out of Home displays.

How the final design was conceived

Outside placed GSA seamlessly into London Life, turning traditional advertising spaces into something useful and human. Our search stories were written to speak directly to Londoners in all of their diversity, using a tone of voice that felt Rather than build our own devices from scratch, we leveraged the existing technology in Digital Out of Home displays. Our system ran daily, rolling out stories tailored to location, date, time and weather conditions: generating 3000 unique stories a day, pooled from 5000 content cards, serving London’s four biggest media networks and sending contextual data to over 200 screens around the city.

Indication of how successful the outcome was in the market

We created a dynamic, scalable, robust and secure digital marketing platform. Allowing Google to roll out tailored storytelling campaigns across countries, languages, locations and devices for years to come. The first phase of Google Outside generated a significant improvement in brand sentiment: Transport for London hailed the project as 'the most innovative campaign ever run on our placements,’ 92% of people who saw it found the content interesting, 89% found it informative, 78% said they learned something new, and 68% found it personally relevant. Most importantly, 1 in 5 people who saw Google Outside downloaded the Google Search app.