| Title | GOOGLE ESCAPE |
| Brand | GOOGLE FRANCE |
| Product/Service | GOOGLE |
| Category |
A03. Augmented Mobile Experience |
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Entrant
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WE ARE SOCIAL Paris, FRANCE
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Idea Creation
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WE ARE SOCIAL Paris, FRANCE
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Additional Company
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THE Paris, FRANCE
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Additional Company 2
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SUPERBIEN Paris, FRANCE
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Additional Company 3
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FRANCINE FRAMBOISE Paris, FRANCE
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Additional Company 4
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ONIRIM Paris, FRANCE
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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 creative 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.
We got inspired by the latest entertainment trend that are the escape games and kind of hacked their offering - any escape games’ rule is the ‘no mobile phone’ one. We used this limitation as a creative inspiration: to leave the Google Escape Room, you’d have to solve riddles using your mobile phone within 40 minutes, and therefore use and experience the full range of Google Apps. A fun escape game, full of technology and first and foremost, the first escape game where your smartphone is essential. Without your mobile you wouldn’t be able to solve the riddles and leave the room
Creative Execution
The Google Escape Room was an innovative mobile-centric installation which took place from the 20th to the 29th of May in Central Paris. To create the game we brought together creatives, game designers and set designers who designed a beautifully crafted gameplay around the whole range of Google’s Apps & Products so that players had 40 minutes to solve riddles using Google Apps and products on their mobile phones or via Google Cardboard. For example, they had to explore a 360° landscape with a Cardboard to find hidden symbols or solve a riddle using Google Instant Translate (the phone app which can automatically translate signs between languages).Altogether, over 200 people experience the Google escape game in real life (100 influencers, 100 who had a chance of winning tickets through PR partners or via Google’s social media channels). And many more were exposed to the experience via social media - as, of course, all participants of the room shared their experience in social networks, including the influencers who experience a Grand Première, live on YouTube, enabling us to reach our urban and connected audience.
Of course, we got great results (17 millions impressions, 1,8 millions engagement, 270 000 mentions of the hashtag), every participants of the room shared their experience in social media, including the influencers who experience a Grand Première, live on YouTube.. We also got great blog and PR coverage (Forbes, AdWeek, Gizmodo, etc) but most of all, people loved it and we gave everyone reasons to engage with mobile technology in a creative and innovative way!
The objective was to engage urban and connected people to experiment Google Apps, to prove the usefulness of those in their daily 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 and first, and foremost, and the first escape game where your smartphone is essential.