Results and Effectiveness

Airport passengers across Australia discovered music, movies magazines and more at a staggering rate. During the campaign passengers engaged with our screens for over 240 hours. Across airport visitors our unprompted awareness doubled, as did comprehension of the range of Google Play’s content offering. 80% of those surveyed claimed the campaigned made them want to use the platform and purchase intent increased by 20%. Quite simply by ultilising the multitude of screens across Australian airports, Google turned time to kill into time to explore the possibilities of Google Play.

Creative Execution

Over recent years Australia’s major airports have been revolutionised. Outfitted with digital check-ins, mobile boarding cards, as well as information screens throughout the terminal. All these new screens created a unique media opportunity to really showcase the entertainment possibilities of Google Play. In an Australian media first, travelers could browse and purchase content directly from digital screens across the airport. With a tap of an NFC enabled device, or a QR scan, smartphone users could interact with and access Google Play’s broad selection of music, movies, books, magazines, games and apps. We broadcasted this interaction using large format digital screens to ensure that all passengers within the airport could see what was being purchased and how user friendly the Google Play platform is.

Insights, Strategy and the Idea

For most Australians, a long airplane journey epitomises boredom. With an average of 60 minutes down time before takeoff, 89% of Aussies claim to be actively looking for entertainment solutions. Some were turning to Spotify, Pandora or iTunes to fill their entertainment needs, however most were unaware of the sheer breadth of content already at their fingertips via Google Play. Our opportunity was to use the airport environment to wake people up to the potential of Google Play.