| Title | GAGA FOR CHROME |
| Brand | |
| Product / Service | CHROME |
| Category | B03. Consumer Services |
| Entrant | PHD Sydney, AUSTRALIA |
| Entrant Company: | PHD Sydney, AUSTRALIA |
| Media Agency: | PHD Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Ryan Saunders | PHD Australia | Group Account Director |
| Stewart Gurney | PHD Australia | Strategist |
| Chris Stephendon | PHD Australia | Strategy Director |
| Sara Kootbaully | PHD Australia | Account Director |
Every nuance of Gaga’s visit to Australia was tracked and matched with nuances in our media plan to deliver engagement with Gaga and our message. Delivering over 500k rich media interactions with an interaction rate of 7.9% - over 2.5 times the APAC average. We generated over 11k +video plays through the rich media video banner. A bespoke YouTube channel was viewed 100k times. And the campaign met our objectives to get more people to download and use Chrome. Chrome’s market share grew by 18.6% over the campaign period. (source: StatCounter) And continued to grow, creating a long term effect.
Enter Lady Gaga; an ultimate web hero who could demonstrate Chrome is for creating, collaborating and communicating online. She was coming to Australia. Our twofold approach: 1 - deliver deep-integration with content covering Gaga’s stay in Australia 2 - generate unprecedented SOV around Gaga’s visit with unique content at a time when Lady Gaga would be in unprecedented demand. We used Channel Ten and the 7pm Project; a prime-time, infotainment show. Prior to a scheduled Gaga performance in Sydney, we asked people to submit photos of themselves going Gaga , and glimpses of the Lady herself; this lead into a solus ad-break, marking the launch of Google’s first TV campaign in Australia. To the TV plan we added online rich media, which was planned to coincide with next-day editorial coverage of exclusive pop-up Lady Gaga concerts.
Google Chrome is a browser. The problem is that most people don’t actually know what a browser is. They confuse it with ‘the internet’, or with a ‘search engine’. This was Google’s challenge in Australia … how do you turn an intangible product that people don’t understand into something interesting and motivating? The insight was….that we needed to give a compelling demonstration of how a browser can better your web experience. We needed to change behaviour, and use media to give compelling reasons to download Chrome. But human attention is the scarcest resource on the planet … we needed to find something of such high interest that it could persuade people to download something (Chrome) they didn’t even understand. The strategy was to hijack a phenomenal cultural event to give context to Chrome.