Title	GOOGLE LONDON COMMUNITY NOTICE BOARD
Brand	GOOGLE
Product/Service	GOOGLE
Category	B03. Use of Outdoor
Entrant	OMD UK London, UNITED KINGDOM
Idea Creation	OMD UK London, UNITED KINGDOM
Media Placement	OMD UK London, UNITED KINGDOM

Name	Company	Position
Jonny Barker	OMD	Business Director
Marcos Angelides	OMD	Strategy & Innovation - Executive Director
Victoria Etheridge	OMD	Comms Planning Manager
	Talon
	Grand Visual
	R/GA
Greg Smith	Google	Head of Media EMEA

The Campaign

We were amazed to find that of the 8.5m people living in London, a staggering 94% of them think the city lacks community spirit. Google, whose mission is to make sense of the world’s information, was perfectly placed to help change this. Our solution for creating a community spirit in London was using real-time data to feed content that was relevant and useful to people at the right location at the right time. The content would be delivered in the form of ‘notices’ from Google to the local community, from traffic and weather updates (using the Google App), to directions to nearby cafes and arts venues (using Google Maps), to trending search terms (from Google Trends). As well as providing practical information and inspiration for our audience, we would also celebrate big cultural moments throughout the year.

Creative Execution

We broadcast greetings in different languages, advised people of traffic delays on nearby roads; told them that it was forecast to be raining later; or recommended the best local cafes for croissants, or club nights serving cocktails. We also provided bespoke content around big cultural moments that we knew would be interesting and useful for the local community, including related search queries for the Wimbledon tennis tournament, London Fashion Week and the Notting Hill Carnival. All of this content was delivered through a range of Google products, including Translate, Maps, Earth, Trends and the App, allowing us to showcase the very best of Google’s product suite in a way that was genuinely useful for those who saw it. 1 year, 24 hours a day, 7 days a week: we delivered over 3 million 'notices' to the community at a scale of 36 million impacts.

Through a long term presence on an unmissable media placement, serving dynamic and locally relevant ads demonstrating the magic of its products, Google made an extraordinary impact in Old Street and significantly shifted their perception. The results were outstanding: - Some of the strongest recall scores we have ever seen in OOH, or any channel. Spontaneous recall reached 90%, smashing all known benchmarks! - Our efforts to truly understand what mattered most to our audience and serve contextual creative paid off. The overwhelming majority found our ads relevant on every level. Relevance to TIME (94%); LOCATION (93%); ACTIVITY (90%); LOCAL COMMUNITY (95%); TOPICAL EVENTS (93%). 95% even said they found the ads PERSONALLY RELEVANT! 97% said they felt more positive about Google - an amazing +37% increase in Brand Love!!!

This campaign was executed one of the largest digital media placements in London! It is an excellent example of a well crafted media campaign, from insights to creative use of data, to execution.

Insights, Strategy and the Idea

OOH was the perfect media for us to deliver. Not only did it allow us to enhance the dull London commute, we could supersize Google's approach of being dynamic and contextual in digital media, to OOH. We identified Old Street as a key neighbourhood + perfect audience, and to broadcast this content we decided to convert Londoner’s busiest roundabout into a massive digital noticeboard. Insights guided what to show on the screens and when. From ROUTE (the UK’s OOH audience planning tool), we learned about fluctuations in audience size and profile. From TfL, we learned about Old Street’s commuting behaviours. We learned of their interests in sports and music festivals from localised Google Search Trends data, and their daily activities from Touchpoints. Every few seconds throughout the day we would display a new ‘notice’, each one tailored to make it relevant to the local community, based on real time triggers.