| Title | GOOGLE YEAR IN SEARCH |
| Brand | GOOGLE |
| Product/Service | ONLINE FILM |
| Category |
A07. Use of Video |
|
Entrant Company
|
R/GA LONDON, UNITED KINGDOM
|
|
Advertising Agency
|
R/GA LONDON, UNITED KINGDOM
|
Credits
| Rodrigo Sobral |
R/Ga London |
Vp/Executive Creative Director |
| Remi Abayomi |
R/Ga London |
Group Account Director |
| Ricardo Amorim |
R/Ga London |
Creative Director |
| Paris Lawrence |
R/Ga London |
Associate Creative Director/Design |
| Emma Lightfoot |
R/Ga London |
Associate Creative Director/Copy |
| Lachlan Williams |
R/Ga London |
Senior Planner |
| Phil Hawksworth |
R/Ga London |
Technology Director |
| Jai Tedeschi |
R/Ga London |
Group Director/Production |
| Andy Shora/Dom Geargeoura |
R/Ga London |
Senior Open Standards Developer |
| Luke Wicker |
R/Ga London |
Copywriter |
| Wilf Eddings |
R/Ga London |
Designer |
| Clara Tudela/Muriel Bougherdani/Craig Jones |
R/Ga London |
Senior Visual Designer |
| Souad Setti/Ali Proctor-walsh/Nicola Spence |
R/Ga London |
Senior Producer |
| Paul Kennerly |
R/Ga London |
Creative Director/Film |
| Pete Brown |
R/Ga London |
Senior Copyrighter/Film |
| Alex Wills |
R/Ga London |
Executive Director/Content |
| Abdou Cisse/Akwasi Poku |
R/Ga London |
Junior Creatives |
Creative Execution
We built the Year in Search, starting with a thought-provoking film. Then we invited people to explore search stories in greater detail on our platform, in multiple languages, on any device.
Our stories exploded in culture with posts and tweets from fans and brands, and journalists used our data insights to inform their own reports. Within days, some of the biggest names got involved. It all came together on New Years Eve, with a monument to the year in Times Square, touching the hearts of millions of New Yorkers with data driven stories relevant to the city, day and time.
- After one month, our film saw 32Million views
- We attracted over 2.6Billion social impressions.
- 26% increase in positive sentiment YOY
- Over 40,000 #tag mentions (up 15% YOY)
- Over 400,000 social interactions (4x higher than previous years)
- Our content performed 20% higher than Google’s handle average
- Over 200 influencers participated in the campaign.
- We saw posts from the world’s biggest names: Jared Leto, Iggy Azalea, Game of Thrones, and more.
We are confident that the performance of the creative hinges on the power of search data in telling an amazing and fresh story.
Google has lost a little of its brand love in the last few years. People see the business more than the personality and lack a powerful emotional connection. Increasingly, other brands are cluttering up this space making it imperative that Google stands out and delivers something genuinely unique, moving their relationship with their audience from functional to emotional.
Our insight was clear: somewhere in the things we search for is a little bit of who we are. In 2014 the world searched trillions of times, a massive data set that offered us a snapshot of the times we’re living in.
We set out to turn big data into an even bigger story, reinventing Google’s yearly review, and answering the question: what do our searches in 2014 say about us? Most importantly we wanted to embed this unique story in the fabric of popular culture.