|Title||GOOGLE TRANSLATE - THE AI HOST OF ASIAN GAMES 2018|
|Product / Service||GOOGLE TRANSLATE|
|Category||A08. Music Live Experience|
|Entrant||TOASTER LIMITED SINGAPORE BRANCH, SINGAPORE|
|Idea Creation||TOASTER LIMITED SINGAPORE BRANCH, SINGAPORE|
|Production||TOASTER LIMITED SINGAPORE BRANCH, SINGAPORE|
|Dewi Pintokoratri||Toaster Ltd||Executive Producer|
|Petra Ferdinan||Toaster Ltd||Producer|
|Vinod Savio||Toaster Ltd||Executive Creative Director|
|Meyvi Wedelia||Toaster Ltd||Associate Creative Director|
|Satria Partala Pamungkas||Toaster Ltd||Senior Copywriter|
|Prayudha Bimo Aryotejo||Toaster Ltd||Senior Art Director|
|Mujib Jamin||Toaster Ltd||Motion Graphic Editor|
|Oliver Dooley||Toaster Ltd||Head of Technology|
|Kencana Kesuma||Toaster Ltd||Front End Developer|
|Samit Malkani||Head of Brand Marketing, SEA & India|
|Mira Sumanti||Product Marketing Manager, Consumer Apps, Indonesia|
|Fibriyani Elastria||Head of Consumer Marketing, Indonesia|
|Ishak Reza||Creative lead, Consumer Apps, Indonesia|
|Benjamin Teo||Toaster Ltd||Copywriter|
The Google Translate campaign was designed to immerse the product in the excitement of The 2018 Asian Games - providing a first hand, highly entertaining and close-up experience to the thousands of attendees of the games. Translate entertained and warmed up the audience at the opening ceremony. Translate also dropped a musical single debut at the closing ceremony. ‘Sayonara’ and its accompanying music video, featured locals from all walks of life in Indonesia saying farewell to the athletes and players, while showcasing Google Lens and how it works within the app itself.
Google Translate is an easy-to-use mobile app with instant camera translation that supports over 60 more languages, allowing you to translate from 88 languages into over 100 tongues with the aid of a smartphone camera. However within Indonesia, we needed to drive up daily usage of the Google Translate product. The Asian Games are the largest multi sport event in the region. In 2018, the opportunity for Google Translate at the Asian Games lay in supporting the universal message that sports brings people together regardless of their backgrounds. The campaign was designed to make Google Translate become a part of the excitement and stand out amongst visitors and locals alike while helping communication between all foreign athletes and supporters. We needed to raise awareness and educate multiple audiences about the Google Translate’s unique lens feature and drive consideration amongst new and existing users.
The campaign was designed to position Google strongly at one of the world's largest sporting events - using it as a platform to help people participate in conversations in any language. Translate entertained and warmed up the audience at the opening ceremony. We also used the product to interact with users throughout the Games, through casual conversations, tapping into local slang, and using humour to engage. This showcased the product while still being relevant to the audience. Translate also dropped a musical single debut at the closing ceremony. ‘Sayonara’ and its accompanying music video, featured locals from all walks of life in Indonesia saying farewell to the athletes and players, thanking them for their effort while showcasing Google Lens and how it works within the app itself.
The Asian Games were held in Jakarta. We needed to reach both locals and people from participating countries. Those who spoke other languages - from the thousands of athletes from 45 Asian countries, Indonesians in general and a passionate Asian Games audience, which translated in unparalleled viewership numbers. The Google Translate campaign was the first we run for the product at a major event event such as the Asian Games. We wanted to drive up incremental users of Google Translate and drive long term sustainable use by showcasing how relevant and useful Google Translate is for all consumers’ translation needs. We made Google Translate the AI host of the games and of the opening and closing ceremonies - the only host capable of speaking the multiple number of languages represented at the Games - and with a very human sense of humour.
There was no media budget spent. Instead, we used Google Translate, which is a free app directly in the creative execution, which played out on the large venue screens during the Games. The product experience was directly part of the creative execution. Every feature was used in real-time to show the usefulness of the product. Including creating a music video shot directly through the app which played at the closing ceremony.
The campaign was highly successful. Translate became the voice of the Games reaching over 11,000 participants and millions of viewers and supporters of the games from over 46 countries with $0 spend on media budget. By appearing before a huge audience of 11,000+ athletes from 46 countries, the creative execution of Google Translate as the AI Host of the Games drove a high level of awareness for the product. The resulting PR and downloads were also unprecedented, cementing Google Translate’s ability to make communication easier and bring people together regardless of their backgrounds.