Friday 6 December 2013

Google voice search - the lowtech London billboard crossover?

Google wanted to change consumers' behaviour, and inject some wit and romance into a Google service that could feel cold and distant.

The solution: 
Hyper-relevant context. Google identified London landmarks, and placed relevant billboards nearby in a total of 150 different creative executions around the city. For example, a billboard that said "Ley-tist Skohrz" was placed outside Chelsea FC. Because the service is voice search, the words were written phonetically, drawing further attention, in one of the most media-saturated cities on the planet. More pic-examples here.

Why it won the Media Grand Prix:
The campaign combined the three fundamentals of advertising: technology, analytics and storytelling, with technology driving targeting driving briefing and strategy and eventually creative, a reverse of the normal sequence...

The result:
Google and Manning Gottlieb OMD shop in the U.K. won the Media Grand Prix at the Cannes Lions International Festival of Creativity in 2012

More importantly, voice search in London more than doubled. 

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