| Title | GOOGLE NIGHT WALK |
| Brand | GOOGLE |
| Product/Service | INTERNET |
| Category |
A01. USE OF MOBILE TECHNOLOGY |
|
Entrant Company
|
72ANDSUNNY Amsterdam, THE NETHERLANDS
|
|
Advertising Agency
|
72ANDSUNNY Amsterdam, THE NETHERLANDS
|
|
Advertising Agency 2
|
GOOGLE CREATIVE LAB London, UNITED KINGDOM
|
|
Media Agency
|
ESSENCE DIGITAL London, UNITED KINGDOM
|
|
Production Company
|
MEDIAMONKS Hilversum, THE NETHERLANDS
|
|
Production Company 2
|
EPOCH LONDON, UNITED KINGDOM
|
Credits
| Steve Vranakis |
Google Creative Lab EMEA |
Executive Creative Director |
| Graham Bednash |
EMEA Google |
Director Of Consumer Marketing |
| Kristell Schuber |
Google South/West Europe |
Marketing Director |
| David Bruno |
Google Creative Lab EMEA |
Senior Creative |
| Anne/Sophie Kasper |
EMEA Google |
Head Of Brand Marketing |
| Chloé Broughton |
Google France |
Product Marketing Manager |
| Carlo Cavallone |
72andsunny |
Executive Creative Director |
| Gregg Clampffer |
72andsunny |
Creative Director |
| Micky Coyne |
72andsunny |
Creative Director |
| Patric Franz |
72andsunny |
Art Director |
| Yann Corlay |
72andsunny |
Lead Writer |
| Sanne Drogtrop |
72andsunny |
Digital Executive Producer |
| Gabor Szalatnyai |
72andsunny |
Creative Technologist |
| Mike Goller |
72andsunny |
Group Brand Director |
| Naomi Bartle |
72andsunny |
Brand Director |
| Stephanie Newman |
72andsunny |
Digital Executive Producer |
| Carsten Pruijis |
72andsunny |
Strategist |
| Joe Roberts |
Mediamonks |
Digital Director |
| Jeroen Van Der Meer |
Mediamonks |
Interactive Director |
| Hendrik/Jan De Harder |
Mediamonks |
Tech Lead |
Creative Execution
Set in the back alleys of Marseille, it is the first ever Street View at night. Hundreds of high-definition photospheres allow users to take an audio tour with a local guide, or explore the streets and stories of the neighbourhood on their own.
Designed as a mobile first experience, users can intuitively navigate an urban street art safari using the gyroscopes of their mobile devices.
Along the way, Google Now cards are integrated to share contextually relevant knowledge, and when users come across places of interest, Google Places API suggests similar locations to check out in their own cities.
There was great public support for Google telling the story of Marseille (a national treasure often overlooked).
Not only did we have over 1 million take a walk, but visitors were thrilled to share the experience with their friends, generating over 40 million social impressions, and becoming a trending topic on Twitter in France.
Overall, the response was overwhelmingly positive, striking a cultural chord around the world via influential press sources like The Verge, Engadget, Konbini and BuzzFeed. The latter actually labelled the experience “The best use of Google maps yet.”
Combined PR efforts generated close to 88 million impressions.
Insight: We use Google so often, we take it for granted.
Strategy: Show the power of Google products to help ordinary people achieve extraordinary things, and to motivate people to experiment with Google products themselves. Our aim was to inspire people to do more with everyday Google products.
Idea: The creative idea combined documentary-style filmic storytelling with an innovative, interactive experience. The film ended with a seamless transition beckoning people to a mobile first immersive website. Using the best of Google products and mobile technology we created the first-ever night time Street View, Night Walk in Marseille.
Using the gyroscope sensor, users can look around by moving their phone or tablet. The mobile site also utilizes Google Places API to recommend similar places near them.
For 72andSunny and Google, the campaign represents the future of storytelling, combining the best of age-old approaches with the most exciting developments in mobile technology.