The Campaign

While ‘Google search’ could provide answers, accurately and more conveniently, people were not familiar with the new search features. We introduced people to Google’s new & lesser known search features and indeed convince them that instead of downloading tens and hundreds of apps they need only one for all their information needs: ‘Google Search’ We packed a cinematic story into a 3:30 minutes film. This heartwarming story highlighted the magical powers of Google Search, showing how a granddaughter is able to reunite her grandfather with his long-lost best friend. The film became the third most viral video in not less than a week. Reached over 50 million views across all digital platforms Leading to a 38% increase in awareness for new search features. It earned an astounding 52 years (273, 34, 441 minutes) of free viewing time It became the most viewed and shared film in the history of Indian advertising But what we earned at the end of it all is – The film inspired India-Pakistan governments to ease the visa procedure.

The Brief

We wanted to bring Google Search closer to the people. Google is a technology product but it is an emotional brand, so we wanted to do something in its tone. We wanted people to realize how magical Search can be, even if you are looking for practical information. We wanted ensure that the focus was not only on Google but more importantly on its users. We needed a story that would to cut across generations, reflecting on the rapidly inclusive Internet demographic and celebrate the everyday relationships within the Indian family.

Results

Within 30 hours of release, the film received over 1 million views on YouTube. In less than a week, the ad was the third most viral video. Currently, the film has over 50 million views across all digital platforms. Leading to a 38% increase in awareness for new search features. It earned an astounding 52 years (273, 34, 441 minutes) of free viewing time. It became the most viewed and shared film in the history of Indian advertising. It was covered in over 100 publications across the world. It received 86,664 likes, 61,158 re-shares and over 20,000 comments across the world waxing lyrical. Resulting in a 44% increase in desire to use Google search more often which was reflected in the sustained 21% increase in overall search volumes. But what we earned at the end of it all is – The film inspired India-Pakistan governments to ease the visa procedure.

Execution

We attempted to create something people would genuinely want to share. So, we packed a cinematic story into a 3:30 minutes film. The online medium gels well with long form video. In fact, more than a third of all YouTube viewing comes from long form content and significantly, much of this occurs on mobile devices. Given the epic duration of the main commercial and our budget, it was clear that the commercial wouldn’t get too much airtime on television. But we knew the creative impact would be big enough to offset the low media spend and drive viewing traffic online, on YouTube. So, we used the shorter product films on the online platforms to deliver our brand benefit message.

The Situation

Last year the Indian online population grew by 31%. India already has the 3rd largest internet population. However the search volumes were not increasing in proportion to new internet users. Consequently people are accessing the internet more often on the move. Investigating why search was not increasing in proportion to new internet users led us to the realization that Google search in India was primarily desktop focused. While ‘Google search’ could provide answers, accurately and more conveniently, people were not familiar with the new search features.

The Strategy

We introduced people to Google’s new & lesser known search features and indeed convince them that instead of downloading tens and hundreds of apps they need only one for all their information needs: ‘Google Search’ Not just that, to make them use Google search for all their information needs, we made the connection between real life and Google, magical - inspiring them to explore its capabilities.