GOOGLE SEARCH - EASY QUESTIONS DON'T ALWAYS HAVE EASY ANSWERS

TitleGOOGLE SEARCH - EASY QUESTIONS DON'T ALWAYS HAVE EASY ANSWERS
BrandGOOGLE
Product / ServiceGOOGLE SEARCH
CategoryC03. 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
Chin Han Yu Toaster Ltd Digital Integration Director
Melissa Teo Toaster Ltd Account Manager
Anirudh Chohan Toaster Ltd Strategy Lead
Vinod Savio Toaster Ltd Executive Creative Director
Marco Rotoli Toaster Ltd Design Director
Alvaro Bruch Toaster Ltd Creative Group Head
Parth Gadhia Toaster Ltd Senior Copywriter
Yong Yu Tan Toaster Ltd Art Director
Mujib Jamin Toaster Ltd Motion Graphic Editor
Oliver Dooley Toaster Ltd Head of Technology
Darius Drew Baker Toaster Ltd Front End Developer
Chi Nguyen Google Consumer Marketing, Vietnam
Ninh Do Google Head of Marketing, Vietnam
Samit Malkani Google Head of Brand Marketing, SEA & India
Hien Ngoxuan Toaster Ltd Copywriter
Benjamin Teo Toaster Ltd Copywriter

Why is this work relevant for Media?

The Google Search Vietnam LU campaign started as a social experiment in one neighbourhood to raise awareness about local information gap and it was then scaled to every neighbourhood in Vietnam. Every ad pulled data in real-time based on the viewers location from local businesses nearby to create a hyper-contextual experience that was as close to using the app itself. Moments were selected based on search data trends, location, time of day, and several media triggers that created over 2,1000 unique iterations of ads and contexts to show users the various ways in which the app could be used daily.

Background

Google's objective is to organise the world's information in an easy and accessible manner. This includes information about businesses and services in every neighbourhood. From restaurants to pharmacies, from ATMs to Gas stations, people can find all the information they need through Google (contact numbers, addresses, reviews, timings, etc). But in Vietnam, people tended to only go to Google for difficult questions (who is the president of Guatemala or how far is the moon) and they perceive the brand as a professor, and not as a platform for every day answers. The opportunity lay in educating users on just how effective Google Search can be when looking for the everyday answers you need. The campaign's objective was to change people's search behavior and to educate people about how helpful Google can be for daily every day searches.

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

Everyday questions are not easy. In the emerging digital landscape, new businesses and services crop up all the time. So we decided to flip the perception of Google being a source of only difficult questions by showing people that everyday questions aren't easy too, and the best place to get all the answers you need is Google. We decided to identify the thousands of daily contexts people would need answers for based on the time of day, their location, as well as individual needs, and created a campaign to give people answers even before they had questions. We geo-fenced the country down to the district level and pulled live location data from our audience, which we used to give people personalised ad experiences at scale, to deliver an experience as close to the app itself. Every ad was an answer to a relevant and timely moment a viewer was in.

Describe the strategy (20% of vote)

In a population of about 96 million, 64 million Vietnamese are online, an Internet penetration rate of 67%. Our audience was largely young and digital savvy, 25-40 yr olds - mostly made up of mainstream hyper-social urban and suburban Southerners, who connect to the internet daily and conduct online searches up to 2-3 days a week. There were 2 key audiences that we wanted to tap into: - Those who expressed frustration with the amount of filtering and validation required to get through the vast amount of information found during Search. - Those with a lack of awareness of the new features available to them including One Box, Expand Blue Button, Directions, Click to call, Photos, Ratings and Reviews, mostly seen amongst new users and casual users.

Describe the execution (20% of vote)

Google Search answers give users personalised information based factors such as time of day and their current location, which is pulled from consumers mobile devices. We used the same technology to develop over 21,000 localised creatives against that would be relevant to each individual viewer no matter where in Vietnam they were, at all hours of the day. We created: Sequential Ads - 30s, 15s, and 6s video sets that highlighted how users can find all the answers they need with Google throughout the day. Programmatic display ads - thousands of contextual iterations based on user’s location data, the time of day, major events, as well as their interests and passions. Occasion Targeting Bumpers - matched to major calendar events/dates during the campaign timeline - Christmas, Teacher’s Day, New Year’s Eve, etc. Contextual Targeting Bumpers - matched to everyday moments, like supermarket closing hours, bank opening hours, lunch time discounts

List the results (30% of vote)

The campaign performed and achieved targets as it tapped into highly relevant micro moments of daily users winning Google Search daily users and successfully changing its perception to a place for ‘everyday’ associations. The campaign’s overall result saw a significant increase in the overall mobile Daily Active Users in Vietnam by 7%. With over 21,000 unique interaction of ads, the campaign became one of the largest geo-tagged dynamic integrated campaigns in Vietnam. Based on the viewer’s location, our creatives used 1st party data from nearby businesses like address, reviews and timings directly in real time across YouTube, Facebook, Instagram and banners.

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

100% of the media budget was mobile as the entire campaign depended on detecting triggers via mobile of all viewers in order to serve them localised ads. The campaign started as a social experiment in one neighbourhood to raise awareness about local information gap and it was then scaled to every neighbourhood in Vietnam. Every ad pulled data in real-time based on the viewers location from local businesses nearby to create a hyper-contextual experience that was as close to using the app itself. Moments were selected based on search data trends, location, time of day, and several media triggers that created over 21,000 unique iterations of ads and contexts to show users the various ways in which the app could be used daily.