| Title | GOOGLE SCIENCE FAIR 2014 |
| Brand | GOOGLE |
| Product/Service | CHROME |
| Category |
A07. USE OF DIGITAL IN A PROMOTIONAL CAMPAIGN |
|
Entrant Company
|
GOOGLE CREATIVE LAB London, UNITED KINGDOM
|
|
Advertising Agency
|
GOOGLE CREATIVE LAB London, UNITED KINGDOM
|
Credits
| Google Creative Lab |
Google Creative Lab |
Creative Agency |
| Toaster |
Toaster |
Production Company |
| Across The Pond |
Across The Pond |
Production Company |
| Psycle |
Psycle |
Production Company |
| Weir/Wong |
Weir/Wong |
Production Company |
The Brief
Google Science Fair is a global online competition for teenagers. Previous winning teens have invented new flu medicines, made bioplastics from banana peels, and invented flashlights powered by body heat.
Last year, registrations doubled to 100,000 from 50,000 in 2012, but project submissions remained at 5,000.
We think it’s because teenagers find it difficult to come up with world-changing ideas. To enter the daunting empty lab. This year, we wanted to help. To increase submissions and registrations – we need to offer help.
Describe how the promotion developed from concept to implementation
Previous winners told us that they didn’t start in the lab, but with their own lives. They combined their interests and talents with something they wanted to change.
We created the Idea Springboard. A web app that serves videos, books, patents, and articles – based on what you love, what you’re good at and a problem you want to change. Giving entrants inspirational starting points, and the chance to find an idea as soon as they entered the site.
Registering not with the daunting task to come up with a world-changing idea, but hopefully with the seed of one.
Describe the success of the promotion with both client and consumer including some quantifiable results
35% of registered users used the springboard, at least 5 times each, to total over 220,000 individual searches. Spending on average 11 minutes on the site, opening over 1m links.
The supporting film has 110,000 video views, 11,000 posters have been printed by teachers. 13% of all registered users came from the interactive banner campaign.
Comparing to last year, the ratio of registered contestants to submitted projects is up with 220%. 53% of submitted projects used the Idea Springboard.
Explain why the method of promotion was most relevant to the product or service
The intimidating blank page, has in teenagers lives been replaced with the blank Google search box. We took previous winners’ winning formulas, and turned the insight into a new seach engine, starting with something simple to fill in, what do you love, what are you good at and what do you want to change? And served back inspirational results from Google APIs such as YouTube, News, Blogs, Patents, Search, combined with scientific websites and sites like TED. The results were presented like a pin-board of links, taking you out into a world of ideas and starting points for your project.