| Title | GOOGLE OUTSIDE |
| Brand | GOOGLE |
| Product/Service | SERVICE |
| Category |
A03. USE OF OUTDOOR IN A MEDIA CAMPAIGN |
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Media Agency 2
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OMD INTERNATIONAL London, UNITED KINGDOM
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Entrant Company
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OMD INTERNATIONAL London, UNITED KINGDOM
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Media Agency
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OMD INTERNATIONAL London, UNITED KINGDOM
|
Credits
| Tony Williams |
OMG |
Managing Partner |
| James Thomas |
OMG |
Business Director |
| Liz Weithas |
OMG |
Operations Director |
| Remi Abayomi |
R/GA |
Group Account Director |
| Ricardo Amorin |
R/GA |
Creative Lead |
| Anthony Baker |
R/GA |
Technical Lead |
| Ben Putland |
Grand Visual |
Production Director |
| Jeremy Taylor |
Grand Visual |
Digital Director |
| Jamie Finn |
Talon Outdoor |
Business Director |
| Jonathan Conway |
Talon Outdoor |
Strategy Director |
Results and Effectiveness
Google’s mission “Google’s products improve people's lives every day,” was successfully delivered to Londoners;
• Perception of Google as an innovative company increased 11 points to 81%.
• 1 in 5 people who saw Google Outside downloaded Google Search app.
• 92% of people who saw it found the content interesting
• 78% said they learned something new
• 68% found it personally relevant
Transport for London hailed it 'the most innovative campaign ever run on our placements’
Google Outside proved the possibility of bringing Google Search to the streets of London to provide assistance and remind Londoners of the magic of Search and ‘Googling’.
Creative Execution
We re-created the online Google Now and Google Search experience in Digital Out of Home (DOOH) – transforming digital screens into massive devices! Over 100 gigabytes of data were generated and distributed to screens - hundreds of times more than any previous live & dynamic DOOH campaign.
This was the first time DOOH screens had been converted from static monitors, displaying generic content via a 3G connection, into local information hubs, displaying real-time Search results, specific to that time and location
We brought Google search to life - taking over 160 DOOH screens in key central London transport hubs, including London Underground platforms and bus shelters, creating a city-wide presence. This allowed us to reach Londoners in different contexts and touchpoints, during daily commutes, evenings out or weekend shopping trips. Google Outside delivered compelling, useful content while also putting smiles on people’s faces around London.
Insights, Strategy and the Idea
Google Search is an essential part of people’s everyday lives, but “Googling” has become so natural that people take it for granted. We wanted people to reappraise the everyday magic and utility of Google Search, demonstrating Google’s mission “Google’s products improve people's lives every day,” in an original way to increase brand perception and drive usage of the Google Search app. To do that, we needed to take Search beyond mobile and desktop and bring it to an unexpected environment, somewhere people would take notice and be reminded of how amazing Google Search can be in the real world. For the first time, we brought Google Search to Digital OOH and launched “Google Outside”.
Using Google’s knowledge graph, Google Outside delivered hyper-contextual valuable and fun information to Londoners and tourists about their immediate surrounds, helping them experience more of the city while reminding them of the magic of Google Search.