THE VOICE

TitleTHE VOICE
BrandGOOGLE TAIWAN
Product / ServiceTHE VOICE
CategoryC04. Response / Real-time Activity
EntrantOMD TAIWAN Taipei, CHINESE TAIPEI
Idea Creation 2 GOOGLE Taipei, CHINESE TAIPEI
Media OMD TAIWAN Taipei, CHINESE TAIPEI
Idea Creation OMD TAIWAN Taipei, CHINESE TAIPEI

Credits

Name Company Position
Richard Li Google Taiwan Country Marketing Manager
Amy Huang Google Taiwan Product Marketing Manager
 Lan Chang Google Taiwan Communications Manager, Taiwan & Hong Kong
Jo-fan Yu Google Taiwan Public Policy and Government Relations Manager
Elle Huang OMD Taiwan CEO
Jason Chen OMD Taiwan General Manager
Sabina Yang OMD Taiwan Planning Director
Ashley Hsieh OMD Taiwan Assistant Planning Manager
Deric Wong OMD China Managing Partner
Sophie Lees OMD China Senior Strategist

The Campaign

Political corruption, bribery, economic instability. These were just some of the core issues that made Taiwan’s youths yearn for real change in their nation’s future. They had lost faith, and were crying out for someone to hear them. Yet, despite efforts, even widespread movements, they felt ignored. Over and over again. As the 2016 Presidential Election loomed, the thought of not having their voices heard by those in power left youths feeling depressed. How could Google help? In the run up to the Taiwanese election, searches on election news and commentaries were, naturally, at an all-time high. So, Google stepped in, and gave Taiwanese youths a voice like they’d never had before: Google’s Election Site!

Creative Execution

To attract Taiwanese people to Google’s Election Site, first we listened to them. Using data tracking insights from the platform, we learned what political issues they cared about, and grouped them according to these interests and their life cycles. We mapped the users of Google's Election Site over time, then found more lookalike Taiwanese in the digital world. Next we caught their attention. Our customized ads appealed to each individual’s preferred political topics and updated with content to match the development of the election. Ads evolved as the election campaign evolved. Our ads were digital invites, a call for Taiwanese to share their voices on Google's Election Site, adding volume to the voice of Taiwan’s people with every new recruit.

Describe the success of the promotion with both client and consumer including some quantifiable results

The voice of Taiwan’s youth had never been stronger! •Google’s Election Site became so big that 1/3 of Taiwanese youths, (1.3 million), participated, asking 7,000 questions. •News of the site reached 83 million Taiwanese (impressions). These citizens became so involved in the platform that engagement reached 5X Google’s previous campaigns! Plus, time spent on site was 58% above industry benchmark! •The platform’s voice echoed so loud that even presidential candidates couldn't ignore the platform and answered public questions directly on the platform itself! •For the first time ever in Taiwan, the presidential debate was based on questions from Google's Election Site, which was also broadcast and integrated into many TV news channels with PR value over USD $600,000! At the vote itself? Despite Taiwan’s overall voting rate decreasing, 7% more youths spoke up and voted than in the previous election! Taiwan saw its first ever female president elected to office.

Explain why the method of promotion was most relevant to the product or service

It’s time to return the voice of the people to the people. With so many messages scattered across a slew of online content on the World Wide Web, voices become weakened. This campaign changed this, by leveraging a Google-owned asset to centralize the voice of Taiwan and return power to the audience. For the first time ever in Taiwan, a neutral social voice played a decisive role in a presidential election, and swayed the election campaign itself. This campaign demonstrated how to activate people, empowering them to speak up, through a media strategy using real-time insights.

Google’s strategy was clear: empower Taiwanese youths during Taiwan’s 2016 presidential election. Through leveraging its extensive data and real-time insights, Google aimed to centralize Taiwan’s voices from across the World Wide Web into one place: Google’s Election Site. Landing on the platform would mean immediately becoming part of a voice for Taiwan. Citizens could see issues raised in different cities, view the candidate ratings in real time and even post questions to the presidential candidates! Pushing its limit much further than just serving as a search engine, Google wanted to use its technological capabilities to actually connect the people of Taiwan. The platform united a unique community of like-minded Taiwanese who understood each other, ultimately becoming a hub that gave Taiwanese youths the power to sway the campaigns of presidential candidates!

Links

Website URL