Creative Execution

We created over 760 unique standard-format executions that were: dynamically delivered and tailored to interest; contextual to major cities and geo targeted to specific landmarks; dynamically updating throughout the day; reacting in minutes to major events; providing real-time location-based results through innovative media; and supported by video executions. The mobile-first campaign also included highly-contextual digital and static outdoor placements, and 30' TV spots, all encouraging Australia to ‘Ask the Google app’.

• Over 1 million app downloads – an increase of 17% on the previous year • 15% increase in voice searches directly attributable to the campaign • 14ppts increase in awareness of the app

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. As we were aiming to change mobile behaviour, mobile was the natural platform of choice.