The Campaign

With our mobiles we no longer wait to access what we want and now satisfy our needs instantly. This defined our insight: The key to getting people to use the app was to show how it provides utility in relevant moments of need. We needed to demonstrate how features could offer assistance in real-time.

Creative Execution

Our real-time activity evolved as the show progressed: 1. Pre-recorded episodes These episodes included multiple app demonstrations across YouTube, TV and Catch-up TV that were placed to be hyper-relevant to specific content in each episode. 2. Live performance episodes To remain hyper-relevant during live performances we set-up a production team with show producers on set creating TV ads that reacted to live content - just minutes after it aired. e.g. when a contestant sang the song “L’Amour” on the show live, our TV ad was edited and placed within minutes, demonstrating the app translation of, “L’Amour L’Amour L’Amour L’Amour”. We extended this real-time approach across social by posting GIFs of live performances suggesting questions to ask the Google app in relation to songs being performed. 3. Ongoing voting amplification In-show mentions reminded viewers to vote via the app as well as reminder TVCs and social activity throughout live voting periods.

The campaign delivered a significant impact on Google app metrics resulting in a +19.4% lift in brand favourability among our millennial target. Reacting within minutes to live performances across social made the Google app an engaging part of the online conversation at just the right time. Our view rate surpassed category benchmarks by +139%. But more importantly, giving people specific reasons to try the Google app for themselves actually convinced them to use it. Those who voted via the Google app continued to use it for their daily mobile needs at a rate +9% higher than those who didn’t. Demonstrating the power of the Google app in real-time, proved to Aussie millennials how much it could help them in any moment.

Despite millions of downloads, Aussie millennials didn’t realise how many ways they could use the Google app. So we integrated into one of Australia’s biggest TV shows, The Voice and provided an easier way to vote for Australia’s next superstar directly via the Google app. But voting was only the beginning. We took our partnership further leveraging show IP to demonstrate different features in ways that responded to episodes in real-time. In 9 weeks we got more people using the app more frequently than ever before creating Google Australia’s most successful campaign to date in driving app usage.

Insights, Strategy and the Idea

Aussie millennials formed our biggest opportunity to grow app usage. Not only are they Australia’s biggest demographic yet, but they also rank higher in mobile usage. We needed a media platform that would allow us to tap into our millennial target in moments of relevance. The Voice draws 1.2m viewers per episode. Our research showed millennials were actively engaged in the show and tended to second screen on a mobile while watching. So we created a partnership that enabled us to demonstrate how the Google app could help The Voice’s audience get more out of the show in just the right moments. In full partnership with Channel 9 and Shine Australia, we leveraged IP across digital and social channels, in-show mentions and priority ad placements across AV, as well as rights to allow viewers to vote for Australia’s next superstar directly via the Google app itself.