Creative Execution

We sourced appropriately-unique and popular videos from YouTube creators and simply added a pertinent search query to their video – ‘Are huntsman spiders dangerous?’, ‘What’s a long shot?’, ‘How fast does a bear run?’. The original ‘Bear Dog’ footage was first uploaded onto YouTube on 24 November. In just a few days we had uploaded our new version along with a suggested search query: ‘How fast do bears run?’

• 5,631,674 total views, surpassing even the original video • Over 1 million app downloads – an increase of 17% on the previous year • 15% increase in voice searches directly attributable to the campaign

Australians weren’t getting the best of Google, simply because they were defaulting to their smartphone’s native browser rather than using the Google app. To drive app downloads and increase usage we therefore simply needed to compel people to experience the app for themselves rather than defaulting to their native browser. We therefore set about instigating great search moments in peoples’ daily lives, suggesting relevant queries that would showcase the magic of the Google app. One of these situations was when they are watching videos - YouTube has over 4 billion video views per day of which 50% are on mobile devices. So we used YouTube content we knew people were already watching on their smartphone, added relevant search queries and served them back to them as entertaining YouTube TrueView videos – all inviting our audience to “Ask the Google app”.