| Title | GOOGLE ESCAPE |
| Brand | GOOGLE FRANCE |
| Product/Service | GOOGLE |
| Category |
A02. Creative Innovation |
|
Entrant
|
WE ARE SOCIAL Paris, FRANCE
|
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Idea Creation
|
WE ARE SOCIAL Paris, FRANCE
|
|
Additional Company
|
THE Paris, FRANCE
|
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Additional Company 2
|
SUPERBIEN Paris, FRANCE
|
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Additional Company 3
|
FRANCINE FRAMBOISE Paris, FRANCE
|
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Additional Company 4
|
ONIRIM Paris, FRANCE
|
Credits
| Sandrine Plasseraud |
We Are Social |
Managing Director |
| Nicolas Souffleur |
We Are Social |
Group Account Director |
| Julien Ouvrel |
We Are Social |
Head of Production |
| Thomas Guilhot |
We Are Social |
Creative Director |
| Ludovic Houdré |
We Are Social |
Account Manager |
| Arnaud Robin |
We Are Social |
Senior Account Manager |
| Corentin Picaut |
We Are Social |
Account Manager |
| Fabien Gailleul |
We Are Social |
Art Director |
| Aurélie Durand |
We Are Social |
Copywriter |
| Stéphane Maguet |
We Are Social |
Head of Creative Technology |
| Clément Procureur |
We Are Social |
Creative Technologist |
| Baptiste Leproux |
We Are Social |
Creative Technologist |
| Stéphanie Huguenin |
Francine Framboise |
Executive Producer |
| Alexis Moroz |
/ |
Game Desiner |
| Vincent Dizie |
// |
Set Design and Scenography |
| Benoit Lemoine |
// |
Live Director |
| Thomas Bohbot |
// |
Author |
| Stéphane Beghounious |
// |
Author |
| Jean Marie Nizan |
// |
Author |
| Cédric Brunel & Aude Lepetit |
// |
Line Producers (Event) |
| Edouard Bonnet |
// |
Line Producer (Content) |
| Guillaume Forest |
// |
Technical Director |
The Campaign
The objective was to engage urban and connected people to experiment Google Apps, to prove the usefulness of those in their dayly life to channel their curiosity and creativity. Once we identified a rising trend among our audience for live escape games, we knew we were on to something. And because Google believe that learning through play is the most natural and fun way to their users’ hands and hearts, we decided to create the first branded escape game: the Google Escape Room. The big idea was to showcase the magic behind Google’s products, in real life and in a way that would be the coolest possible; by playing and experimenting with technology in a creative way.
Creative Execution
The Google Escape Game illustrates how you can use technology in a creative way to convey brand messages in a totally innovative way. The Google Escape Room was the first branded escape game in which brand’s products were integrated to the gameplay: Google apps and products unlocked clues to get out of the room. It’s also, the first escape games where your smartphone is allowed as it is essential to the experience. Teams had to solve riddles using a range of Google products such as Google Cardboard, Google Search, Google Translate (eg. the phone app which can automatically translate signs between languages), Google Photos, Google Art & Culture and Google Cardboard. To do so, we brought together creatives, game designers, set designers and a whole range of other creative talents in order to create the first ever Google powered escape room. The experience was ephemeral, for 10 days in Paris and we’re now working at exporting it to various countries.
This ephemeral campaign was an innovative test & learn aimed at getting people to engage with products in real life and in a way that would be the coolest possible; by playing and experimenting. The campaign attracted a great amount of coverage, generated millions of impressions (17 millions impressions, 1,8 millions engagement, 270 000 mentions of the hashtag) but most of all, people loved it and we gave everyone reasons to engage with technology in a creative way, which was the initial objective. This test & learn was therefore so positive that we’re now in talks to recreate this escape rooms in many other countries, some could be ephemerals, others could be permanent fixture (for new Google employees to experience the Google Apps & Products in an innovative way for example)
The Google Escape Room is an immersive, meaningful and totally innovative brand experience, inspired by the popular trend that is escape games. It has been created with the help of game designers to immerse users in the themes central to Google (digital art, music and mobile technology) using technology in a creative way. This experience, which echoed on social media, enabled players to experience the brand and its possibilities in a newly invented way. It enabled the brand to communicate innovatively and creatively around the fact Google is not just a powerful search engine but an everyday tool with which