GOOGLE FOOTBALL ANSWERS MADE EASY

TitleGOOGLE FOOTBALL ANSWERS MADE EASY
BrandGOOGLE
Product / ServiceGOOGLE SEARCH
CategoryD02. Data-driven Targeting
EntrantTOASTER LIMITED SINGAPORE BRANCH, SINGAPORE
Idea Creation TOASTER LIMITED SINGAPORE BRANCH, SINGAPORE
Media Placement ESSENCE Singapore, SINGAPORE
Production TOASTER LIMITED SINGAPORE BRANCH, SINGAPORE

Credits

Name Company Position
Mira Sumanti Google Product Marketing Manager
Vinod Savio Toaster Limited Singapore Branch Executive Creative Director
Marco Rotoli Toaster Limited Singapore Branch Design Director
Meyvi Wedelia Toaster Limited Singapore Branch Creative Group Head
Anirudh Chohan Toaster Limited Singapore Branch Strategy Lead
Satria Partala Pamungkas PT.Toaster Biro Kreatif Senior Copywriter
Prayudha Bimo Aryotedjo PT.Toaster Biro Kreatif Art Director
Mujib Jamin Toaster Limited Singapore Branch Motion Graphic Editor
Kencana Kesuma Toaster Limited Singapore Branch Front-end Developer
Dewi Pintokoratri Toaster Limited Singapore Branch Executive Producer
Petra Ferdinand PT.Toaster Biro Kreatif Producer

The Campaign

There was an existing way that Indonesian fans were getting their soccer information. Often times this ended up being a tedious process and involved going to multiple places. To help users overcome this cumbersome process for following their passions, we created messaging to revolve around showcasing how "Football Answers" were "Made Easy" with Google search. Arming the fans with football knowledge with data driven ads: To showcase ease of finding football information, we made useful ads to help out a fan who wanted the football information. Given the tough-to-follow airing time of games in Indonesia, we used our knowledge of data signals like match schedules, in game moments to serve super-relevant ads reactive to the each days game, or even moments within the game.

Creative Execution

We reached football fans across media from April to June 2018 and built the campaign to go in tandem with the football leagues schedule. Every ad featured the Google One-box UI which gave users clear answers to queries on scores, schedules, highlights, line-ups, etc. according to that day’s games. We used in-game triggers like teams playing, time of day, and other data input to customize the ads into thousands of contexts. We customized football ads according to each game across display, social and mobile video: Programmatic creatives were served based on which game was going on. They incorporated little details like relevant team jerseys to give the fans a delightful experience. The big league games happening in Europe aired at the wee hours, and this gave us an our time-of-day based creative strategy for scores(relevant in mornings after the game) and schedules(right before the game in the evening) etc.

Results

The campaign drove a massive increase in sports-related searches: 113% search query lift. Time/day-parting tactic worked: Lift in morning and evening bands coincided with our targeting strategy, with score-related creative performing nearly 5x better in the morning(after the game) vs. the evening. We achieved the ultimate goal to increase usage: The campaign added a massive 600k+ Sports related Daily Active Users and created a regular base of users who now rely on Google search for their soccer information needs. The ads reacted in real-time to the game. We planned our entire campaign and creative so our users could stay abreast with the games even though the games aired in the late night/early mornings. With the help of dynamic creative, we were able to deliver fresh creatives on scores, highlights, and schedules for each different game, every day during the game season, making fans look to Google for all things football.

The campaign was specifically designed to sharply target football fans in Indonesia. In order to best relate to the nature of fandom that exists for the sport amongst Indonesians, our approach was to be as data driven as possible. We interpreted data signals like times of day, tournament junctures, match schedules and even live in-game moments like goals and red cards etc. with respect to the state of mind of an Indonesian fan. This helped created a multitude of iterations of data-driven creative assets all relating to the audience in dynamic and customized ways.

To drive our Daily Active Users and build a habit, we wanted to make Google search the way to find out more about their biggest passion: Football. We realized that teams and information about clubs, favorite players, etc. give users identity and belonging. Most of all, it helped fans socialize and bond over the sport, making them feel part of a tribe when the gathered around 'Nobars'- places where Indonesians gathered to watch the game together. Indonesian fans use knowledge of the sport to talk and bond socially over what happened in the game. To drive high relevance, we looked at data and tried to be as contextual to many micro-moments in the lives of fans and find moments where they would need football information. Our strategic approach to media was to identify the right channels, times of day dynamically according to the game schedule, etc.