Why is this work relevant for Brand Experience & Activation ?

Despite China being the world’s most advanced technological market, Google only had a minimal presence. In order to gain visibility and impact, we needed to show China a fresh perspective on technology beyond the daily utility apps - to inspire them, engage them, and get them talking about Google. To that end, we offered them what they had never seen before: “The Art of Technology”. An exhibition held at the Long Museum in Shanghai, curating seventeen of Google’s machine learning experiments combining technology, human creativity and cultural tradition.

Background

In a market where it had minimal presence, Google wanted to demonstrate our helpfulness and get China to sit up and start talking about Google. In this market where the latest technologies have become useful conveniences available to everyone, we had to find a communication angle that would engage this digitally sophisticated audience. We had to go beyond the daily utility apps they were used to show our helpfulness, and tap into their optimism about technology in a fresh new way. To gauge the effectiveness of our initiative, we used two key metrics: Behavioral objective: - Achieve a positive receptiveness towards our initiative compared to the industry benchmark - Get at least 65% of our target audience to recommend our initiative Engagement objective: - For every impression, generate 50% more engagement than the industry benchmark

Describe the creative idea (20% of vote)

By looking into unexpected places where our technology could be helpful, we found an opportunity in Art and Culture. Not only was cultural rejuvenation an important policy goal for the Chinese government, Chinese consumers were also eager for interactive culture-related offline experiences. We offered them a cultural experience never seen before in China: what we called “The Art of Technology”. Rather than a brand event at a convention hall, we decided to host an exhibition at the Long Museum in Shanghai, one of the most influential private art museums in China. We curated seventeen of Google’s machine learnings experiments combining technology, human creativity and cultural tradition. Our key message: Experience arts and culture in an innovative way through machine learning technology.

Describe the strategy (20% of vote)

To find a useful, fresh angle to demonstrate our helpfulness and draw interest from a wider audience than technophiles, we looked into the Five Year Plan, the policy document that lays down China’s developmental strategy. The current plan dedicates 3 chapters towards “preserving, protecting, and propagating its cultural heritage”, and this was not merely a dry, formal, government initiative. The Chinese people were also responding enthusiastically: embracing television programs with cultural content, adopting traditional artists as social media influencers, and making memes from traditional cultural content. Yet all the buzz and interest surrounding art and culture was for the most part taking place online, while truly innovative offline cultural experiences were virtually unheard of. We saw the opportunity for an event that would bring arts and culture to life with the magic of technology, to demonstrate Google’s helpfulness and technological leadership to the general public through an unforgettable, interactive experience.

Describe the execution (30% of vote)

Over 18 days, visitors to the Long Museum could experience seventeen Google machine learning experiments combining technology, human creativity and cultural tradition. Exhibits such as “Draw to Art” and the “The Machine Learning Duet" enabled them to practice creativity by doodling and co-creating music. “X degrees of separation” and “Art Camera” immersed them in a network of masterpieces and into individual art pieces. We even had exhibits that brought out the spirit of Chinese art and culture, such as “Shadow Play”, which let participants experience a dying artform, and a collaboration with local artists that used “Tilt Brush” technology to create immersive VR art. To extend the experience, we partnered with China’s leading online Q&A forum, Zhihu. Launching exclusive content with KOLs, such as world-class pianist Lang Lang’s version of the “The Machine Learning Duet”, we got China excited about the interactive future of art and culture.

List the results (30% of vote)

Confidential