WHAT? WHERE? HOW?
Creative Directors: Claire Morrissey, Gavin Miner
Writer: Will Tran, Dylan Berg, Shachar Aylon, Noel Yeo
Designer: Maite Albuquerque, Nick Marx, Christian Lopes, Nate Makuch
Everybody knows and uses Google. But they do so by going to Google.com. Our task was to get people to switch to the Google app.
Where the Google app wins is immediacy, so we created a launch campaign all about curiosity. In TV, bespoke outdoor placements, real time digital banners, and contextual print and social media, we asked must-know questions that could be answered right away by simply asking the Google app.
THE LAUNCH OF THE CAMPAIGN
To kick off the campaign, we took over one of the most on-the-go cities: New York.
Hand-crafted questions were integrated seamlessly into environments across the boroughs by partnering with local businesses and famous landmarks. The answers for each contextual question could be found by asking the Google app, creating a surprising and delightful experience for anyone asking in that moment.
From candy shops to the oldest tavern in New York City.
From arcades to the home NY's first cappuccino
QUESTIONS WRITTEN AS NEWS BREAKS
We partnered with The New York Times and The Washington Post to do a homepage takeover that responded to the news in real time. So as stories broke, we wrote queries to match.
On Google's social media channels (Twitter, G+, Facebook and Instagram) we created illustrated queries for trending topics and cultural moments.
The TV spots introduced viewers to the app's Voice functionality.
AWARDS & PRESS
The project got a lot of recognition from the press with post on publications on PSFK, Lürzer's Archive, Advertising Age and good shoutouts from Adweek's who listed as the #1 Outdoor Ads of 2014 and Fast Company who cited as a campaign that put 72andSunny on The World's 50 Most Innovative Companies.
We also won a People's Voice Award on Webby's