Results and Effectiveness

When the Ramakien interactive experience was launched in Thailand as part of the country's Children's Day celebration, the Thai people – Prime Minister included – loved it. There was a whooping 53% increase in the number of Chrome users during the campaign period, helping make Chrome the no. 1 browser in Thailand. The experience went on the make waves in the rest of Asia when we adapted the story for the Indonesian market, winning a FWA People's Choice Award through public voting. Google also experienced an increase of 3.5 points in its share since the campaign's launch.

Creative Execution

In getting users to experience a traditional story through an interactive online experience on the Chrome browser, they are able to fully grasp the capabilities of the browser without feeling preached to. As they see an ancient tale come to life in the digital realm and experience different in-story games along the journey, they are also able to appreciate how seamlessly backend technology like HTML5 and Web GL was incorporated in the browser to entertain and entrall them.

Insights, Strategy and the Idea

Even for a giant like Google, it's not easy to introduce its Chrome browser to a market as diverse and unique as Asia. We needed to embrace the culture and we figured, what better way to do this than with a story they love. Specifically, the story of Ramakien, an ancient tale full of twists and turns, depicting the victory of good over evil. To launch the Chrome browser in Thailand, we brought the story of Ramakien to life in the browser window through an interactive Chrome Experiment, and showcased the capabilities of Chrome in the experience.