GOOGLE NOW JUST DO RIGHT THING

TitleGOOGLE NOW JUST DO RIGHT THING
BrandGOOGLE TAIWAN
Product / ServiceINTERNET PRODUCTS AND SERVICES
CategoryA01. Use of Screens
EntrantOMD TAIWAN Taipei, CHINESE TAIPEI
Advertising Agency BATES CHI&DAVID Taipei, CHINESE TAIPEI
Media Agency OMD TAIWAN Taipei, CHINESE TAIPEI
Entrant Company OMD TAIWAN Taipei, CHINESE TAIPEI

Credits

Name Company Position
Richard Li Google Taiwan Country Marketing Manager
Flora Chen OMD Taiwan Planning Vp
Freya Liu OMD Taiwan Assistant Planning Manager
Johnny Chou OMD Taiwan Assistant Planning Manager
Rhea Lu OMD Taiwan Digital Manager
Joey Chang OMD Taiwan Digital Planner
Hoho Liu Bates CHI/David Group Creative Director
Asha Tang Bates CHI/David Producer
Tricia Liu Bates CHI/David Chief Strategy Officer/Board Partner
Maureen Li Soft Cut Films Director
River Yeh Soft Cut Films Executive Producer
Julie Lai Bates CHI/David Associate Account Director
Dorothy Chang Bates CHI/David Account Executive
Isa Chung Soft Cut Films Producer

Results and Effectiveness

-8.5 million+ views on Youtube. 143% growth above average views of the most popular commercial videos in 2013. -108% download growth for iOS system Above global iOS download growth of 53% during the hot season in Dec 2013 -38%+ active usage growth per day within campaign period

Creative Execution

How we well leverage people’s multi-screen experiences? Accordingly, we chose the most relevant screens to capture people’s search behaviors and echoed with “Right information at right moment” – using mobile before and after work on subway, surfing YouTube at lunch break, having coffee break at 7-11, and watching TV at home. Via those screens media, the story films portrayed the interactions between a witty girlfriend and her naïve boyfriend at Taiwanese’s “search-needs time” – home office, X’mas and New Year Eve, which intensively went viral within winter period in 2013. Therefore, we specifically enhanced these “multi-screen” exposure on people’s “right moments”. For daily lives, we reached them at commute and lunch time via mobile, on the go via screen OOH, at home via all screen devices (TV+PC+Mobile). For holiday seasons, we delivered different video contents to bring out relevance with X’mas and New Year Eve.

Insights, Strategy and the Idea

Under information explosion era, people are eager for more information and keep searching all the time, such as traffic hours for work, coffee break for rest, leisure time at home. In Taiwan, Google is tremendously recognized as “Search engine” but people will seldom use “Google Search App” via mobile device in spite of the rising penetration of mobile apps. The well established brand has become a huge barrier when “Google Search App” started to step forward in Taiwan market. The immediate way to debunk the stereotype was well to deliver “Right information at just the right time”. Through this campaign, we aimed at people who were familiar with Google experiences (search, map, YouTube), but had not yet discovered the power of “Google Search App”. The idea was to create a series of story films demonstrating how “Google Search App” integrate people’s daily lives, and focused on their multi-screen media behaviors.