Why is this work relevant for Media?

It uses a conventional media and marries it with topical and real time data to use a conventional media in a new and refreshing manner.

Background

On 26th November 2018, a glitch in Google Search India was discovered. Searching for ‘Bitches Near Me’ returned a list of female hostels and PGs. The word spread on social media and soon media started talking too. The internet was enraged. Social media furious. We knew that this was going to be big.

Describe the creative idea/insights (30% of vote)

We created a search campaign by hijacking ‘Bitches Near Me.’ The campaign was conceptualized and deployed within a few hours. The ads followed a quirky and witty tone to catch users off guard. It showed the Bitches and Dogs near the users that were up for adoption. As predicted, search results climbed as more and more people got to know about the glitch. Bad news for the search engine, but great news for us as our campaign reached more and more people.

Describe the strategy (20% of vote)

Strategy was simple. We used a trending topic to drive our brand agenda. As such people never search for dogs up for adoption but when a brand makes a mistake, everyone wants a pie of that. We used this insight to show people dogs near them up for adoption.

Describe the execution (20% of vote)

We created a search campaign by hijacking ‘Bitches Near Me.’ The campaign was conceptualized and deployed within a few hours. The ads followed a quirky and witty tone to catch users off guard. It showed the Bitches and Dogs near the users that were up for adoption. As predicted, search results climbed as more and more people got to know about the glitch. Bad news for the search engine, but great news for us as our campaign reached more and more people.

List the results (30% of vote)

11 dog lovers adopted bitches near them. 11 dogs found a new home.

Describe the use of data, or how the data enhanced the campaign output

We saw the spike in search to predict that this will be trending in a few hours. We used the search term to hijack the trend and show people dogs up for adoption near them..