BUILD WITH CHROME

Silver Spike

Case Film

Presentation Board

TitleBUILD WITH CHROME
ClientGOOGLE AUSTRALIA
Product / ServiceGOOGLE CHROME
CategoryA05. Best Use of Digital Media in a Direct Campaign
EntrantM&C SAATCHI/MARK Sydney, AUSTRALIA
Entrant Company M&C SAATCHI/MARK Sydney, AUSTRALIA
Advertising Agency M&C SAATCHI/MARK Sydney, AUSTRALIA
Advertising Agency 2 NORTH KINGDOM Skelleftea, SWEDEN

The Brief

The Chrome browser provides a better experience of the web, but unlike Internet Explorer or Safari, it doesn't come bundled with a Mac or PC. Our challenge was to demonstrate the experience it could offer, by pushing the boundaries of what's possible in a browser. We targeted both new and existing users.

Creative Execution

Build with Chrome demonstrated the awesome power of the browser in a fun, joyful experience for the everyday user. The playful simplicity was a natural fit for both Google and LEGO.

Describe the creative solution to the brief/objective.

Chrome's strategy is about imagination and creativity: ‘The web is what you make of it'. So we used one of the areas in which Chrome excels – WebGL – to bring this strategy to life. To demonstrate what can be created within Chrome in 3D, we combined two of the world's best-loved products: Google Maps and LEGO®. Our main goal was engagement; we anticipated 10,000 builds within 6 months. Visitors were driven to the site through a limited online campaign: a simple post on the Google blog which was picked up across the web, online display segmented for both Chrome and non-Chrome users, as well as four YouTube videos – which have received a combined total of around 1.5 million views.

Results

Build with Chrome was an instant online success story: * 500,000 visitors in the first 48 hours, spending over 4 human-years building * 1 million visitors in the first three weeks * 66,000 complete, published builds in the first three weeks All of these results were achieved before we ran any display media. Even better, users and online media embraced it with a passion. Build with Chrome was so successful that it became a platform to encourage visitors in ongoing campaigns, including Father’s Day and Valentine’s Day, driving further engagement.

Credits

Name Company Position
North Kingdom Digital Agency
Google Australia Client
M&C Saatchi/Mark Sydney Agency