|Title||MO LANG: THE PERFECT NIGHT|
|Product / Service||GOOGLE SEARCH|
|Category||A09. Original Branded Digital or Social media|
|Entrant||DDB/DM9JAYMESYFU/DIGIT Makati City, THE PHILIPPINES|
|Entrant Company||DDB/DM9JAYMESYFU/DIGIT Makati City, THE PHILIPPINES|
|Contributing Company||DDB/DM9JAYMESYFU/DIGIT Makati City, THE PHILIPPINES|
|Production Company||STRAIGHT SHOOTERS MEDIA Makati City, THE PHILIPPINES|
|Merlee Jayme||DDB Dm9jaymesyfu/Digit||Chief Creative Officer|
|Louie Sotto||DDB Dm9jaymesyfu/Digit||Executive Creative Director|
|Allan Montayre||DDB Dm9jaymesyfu/Digit||Associate Creative Director|
|Kevin Mayuga||DDB Dm9jaymesyfu/Digit||Copywriter|
|Carlo Herrera||DDB DM9JaymeSyfu/Digit||Copywriter|
|Alex Syfu||DDB Dm9jaymesyfu/Digit||Chief Relations Officer/Account Supervisor|
|Lieza Punzalan||DDB Dm9jaymesyfu/Digit||Account Director|
|Bea Dela Cruz||DDB DM9JaymeSyfu/Digit||Account Manager|
|Ruth Colacion||Straight Shooters||Executive Producer|
|Paul Basinilio||Straight Shooters||Director|
In the Philippines, brands usually engage with their consumers through more traditional means – TV, radio and print. In recent developments, consumers are being broadcasted to online as well. There has been a swell of online banner ads and branded Facebook pages. Brands go so far as to create daily content in photo and video formats that talk directly to their consumers. Facebook brand pages has also created a space where consumers can interact with the brand in real-time – commenting on their content and posting on the brand Facebook timeline. With all of the ads that consumers see across all channels, Google wanted to stand out from the rest to get their message across and spend time and converse with the consumer, past daily Facebook announcements and engagement questions.
Searching for information is neither considered fun nor a regular behavior in the Philippines. This is because in a country that prioritizes fun, Google Search was not. Filipinos are heavily influenced by celebrities and their friends. Together with local YouTube creators, we created a non-traditional interactive online game to help Filipino users discover how Google Search can actually be fun, social, and relevant on a daily basis. Working with the biggest YouTube creators allowed us to create talkability over the game, and ultimately, insert Google into online and offline social conversations by making the game engaging and viral-worthy. The campaign kicked-off a movement to encourage Filipinos, to “Google mo lang” (Simply Google), as a response to any and every question. By creating a movement of Filipinos using Google more often, we are helping Filipinos get more out of the internet. “The Perfect Night” is Google’s first search-your-own-adventure game that’s driven by the player’s searches. They’re asked to “Google mo lang!” and search the answer for the given situation. It is housed in a website that shows videos from the first-person point-of-view so that it appears that YouTubers are interacting with the player. The beauty of the game lies in the seamless integration of Google into the story, and by demonstrating this, we clearly show the relevance of Google in everyday situations. The campaign utilized local YouTube sensations and their respective social media accounts to share the game and their experiences.
Bogart the Explorer, Mikey Bustos, Erwan Heussaff, members of Sponge Cola, and Chicser all shared the game and their experiences on their respective social accounts. The campaign surpassed expectations, reaching over 1.6 million unique users – a total of 2,110,507 sessions with 23.3% of the views coming from returning netizens. On Facebook alone, the microsite was shared 336,576 times and on Twitter, had more than 8 million impressions. Some Twitter users shared photos of their completed badges, while others even asked for more stories to play and even created cheat-sheet timelines of all of the videos.
The campaign reached over 1.6 million unique users – a total of 2,110,507 sessions. On Facebook, the microsite was shared 336,576 times and on Twitter, had more than 8 million impressions. Some players shared photos of their completed badges, while others even asked for more stories to play and even created cheat-sheet timelines. In total, the campaign earned US$400k worth of social media mentions and US$250k of press pick-ups. Search queries increased up to 16%. Even more than the numbers, Google mo lang started a shift in the perception of Google Search: from serious and boring to relevant and fun.
Google Philippines created interactive content with local Youtube celebrities, whom we call “creators,” Spongecola (band), Bogart the Explorer, Erwan Heusaff, and Mikey Bustos, who have thousands of followers each. The result was a non-traditional interactive online game was developed to make our target discover how Google Search can actually be fun and social. The campaign launched with the call to action, “Google mo lang,” (just Google it), is a movement that helps people get more out of the web. By partnering with these Youtube “creators” and creating a platform where users can interact with their content, we got the target market to talk about Google Search - Entering social media conversations and making it engaging and viral.