| Title | CHROME EXPERIMENT: RAMAYANA |
| Brand | |
| Product / Service | GOOGLE CHROME LAUNCH IN INDONESIA |
| Category | A07. Best Use of Digital Media |
| Entrant | OGILVY & MATHER SINGAPORE, SINGAPORE |
| Entrant Company: | OGILVY & MATHER SINGAPORE, SINGAPORE |
| Advertising Agency: | OGILVY & MATHER SINGAPORE, SINGAPORE |
| 2nd Advertising Agency: | GOOGLE Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Steve Back | Ogilvy&Mather Singapore | Chief Creative Officer |
| Melvyn Lim | Ogilvy&Mather Singapore | Executive Creative Officer |
| Xander Lee | Ogilvy&Mather Singapore | Senior Art Director |
| Esther Tan | Ogilvy&Mather Singapore | Senior Copywriter |
| Timothy Su | Ogilvy&Mather Singapore | Designer |
| Zayed Talib | Ogilvy&Mather Singapore | Project Manager |
| Pawan Bahuguna | Ogilvy&Mather Singapore | Business Director |
| Stephanie Loo | Ogilvy&Mather Singapore | Senior Account Manager |
| Lu Shulin | Ogilvy&Mather Singapore | Senior Account Manager |
| Fantasy Interactive | Fantasy Interactive | Design/Development |
| Eshan Ponnadurai | Consumer Marketing |
When we revealed the interactive story to Asia, the crowd went wild. Opening with about 170,000 visits in the first 2 weeks, with various mentions from local blogs and news articles. The experience went on to make waves in the rest of the world, even picking up a FWA Site of the Month ribbon along the way, making Chrome a legend.
To demonstrate that Chrome is not your traditional browser, we decided to show Chrome's cutting edge capabilities through the use of a traditional story - one that resonates with Asian hearts: the epic tale of Ramayana. Ramayana as a story has been told in various forms through the ages in Asia. We re-told this popular ancient epic through an interactive Chrome Experiment, integrating Chrome features and Google services like Chat, Products, Weather and Maps. The interactive experience also incorporated WebGL and showed off the benefits of HTML5, letting users experience for themselves that Chrome is capable of more than just speed – it’s also powerful in security and stability. Besides seeding the Chrome Experiment through active online communities in Indonesia (the first launch market), we also reached active online users through a trailer and banner ads to announce the interactive experience.
Google wanted to take on the giants and launch the Chrome browser in Asia. People in Asia are familiar with browsers like IE, Safari, Firefox, but are still new to what Chrome is capable of. Google's ambition was to display the endless possibilities the web can bring through Chrome. Leveraging on the thought that "Chrome is not your traditional browser", the challenge here was that Google didn't want to tell people, they wanted to SHOW people that Chrome is not just different, it's better, in the way Google search is. They wanted to tell stories THROUGH technology, not ABOUT technology. They wanted the communication to show technical wonders in a way that touches head and hearts and creates an emotional connection to Chrome capabilities.