Google's mission is to democratize information. Through Google Search, the brand connects the user with the information it seeks.

We're already the search engine par excellence. As an intermediary between the information and the user, we had no way to improve ourselves. Google also carries in its DNA the search for excellence through innovation, and this led us to consider, what else can we give?

We also needed to bond in a more emotional and closer way with our users.

Football is one of the most popular search verticals, and the perfect opportunity to connect Google with its users from a more modern place and offering a new functionality, the bubble, which will add value to the users and the brand.

Our objetives were: Increase the percentage of unique users of Google Search, achieve greater spontaneous recall of Google Search during the campaign month and increase sports searches in mobile

As good football super fans, the Argentines worry about looking for the latest information on the matches, so they do not miss anything and are aware of every minute.

But the Argentine faces a great dilemma: sometimes responsibilities get in their way. And they are a desperate to search the football score.

When it comes to search, Google is the right place to help us in that task. Thanks to the new real time bubble and the minute-by-minute feed, people could follow their favorite teams from their phones. We chose to put ourselves in the place of the fans and all the things they have to do to follow the results of their team.

The main challenge was to communicate a completely new service framed into a traditional search engine. On the other hand, through the communication strategy, we had to get people to have a new reason to enter the search engine more frequently.

That's why we make a strategic partnership with the Agentinian Soccer League to present this functionality.

During only one month, we had a TV commercial that place the spectator inside the phone. We presented the typical situations in which people have to peep into their phones to follow their matches. We covered the city with posters of each team of the first division of Argentina. We aired the commercial on TV. We designed banners in different online media adapted to the different first division teams colors, so that all fans felt identified. In addition, we made dynamic banners and fences all over the country.

1) We've reached 155% of our target of increasing unique users of Google Search.

2) The unaided awareness of Google Search increased 5 percentage points from October to November

3) We innovate with announcements with real time results, both in out of home and Digital, achieving a 35% CTR higher than regular Display ads.

4) We've reached more than 11 Millions views on YouTube, also achieving the # 1 position in the YouTube Ads Leaderboard of Argentina in October.

5) Sports mobile searches increased by 6% during the campaign period.

6) We achieved a 55% ROI