While Google Chrome is the leader in its category on desktop, it is still a challenger on iOS. Indeed, Safari is the default browser on iPhones and because it’s part of the Apple ecosystem, people tend to believe it is the most suitable option and will work better.

The goal of this campaign was to create preference among French iPhone users between 18-34 years old, to make them choose Chrome as their primary browser instead of passively using Safari.

This invitation to browse the world with Chrome plays on the double meaning of the word "navigateur" in French (which means both "browser" and “navigator” in English).

Because the Internet is an ocean, and Chrome a browser, we teamed up with a duo of skippers to demonstrate that Chrome is the best browser for fast, safe sailing.

We accompanied Kieran Le Borgne, experienced skipper who has already taken part in several ocean races; and Basile Buisson, e-skipper and winner of a virtual regatta on Virtual Regatta, in the famous Transat Jacques Vabre French race.

We established the analogy between Chrome and sailing via a hero content, relayed on social media.

Then we activated various channels to connect with our target: influencer operation with the French content creator Luciole (1.4M followers on TikTok & 437K followers on Instagram), a media partnership with Brut (22B views in the world in 2022 -

If the choice of a browser is a key concern on laptops, it is not an area of interest on smartphones. People don't want to download a new application, don't see the point of doing so or just don’t even think about it.

Yet, smartphones play a significant part in their lives and have become their best allies to plan, book, organize anything and deal with daily tasks.

To overcome browser apathy, we wanted to demonstrate how Chrome can also be a partner that makes everyday life easier by inviting people to browse the world, thanks to Chrome.

One of our biggest production challenges was to build this campaign in less than 6 weeks. Meaning:

- Get the idea approved by the client and its management

- Sign off the partnership with the skippers to be their main partner

Total : 27M Impressions

Earned :

160K Impressions

15K Engagements

Owned :

Hero Film

- 82.5K Impressions

- 22.9K Interactions

Social Organic

- 114K Impressions

- 2.8K Engagements

Paid :

Media Partnership

- 23.3M Impressions

Social Influence

- 3.3M Impressions

- 48.1K Engagements