From locating restaurants nearby to providing updates on your favourite sports before you even ask, the Google app is the ultimate tool for the mobile world.

But despite millions of downloads, we knew there was an opportunity to drive increased daily usage among Aussie millennials.

Our challenge was to demonstrate how quickly and easily the Google app could help millennials discover more about the things they love in order to get them using it on a consistent basis.

Our real-time activity evolved as the show progressed:

1. Pre-recorded episodes

These episodes included multiple app demonstrations across YouTube, TV and Catch-up TV that were placed to be hyper-relevant to specific content in each episode.

2. Live performance episodes

To remain hyper-relevant during live performances we set-up a production team with show producers on set creating TV ads that reacted to live content - just minutes after it aired.

e.g. when a contestant sang the song “L’Amour” on the show live, our TV ad was edited and placed within minutes, demonstrating the app translation of, “L’Amour L’Amour L’Amour L’Amour”.

We extended this real-time approach across social by posting GIFs of live performances suggesting questions to ask the Google app in relation to songs being performed.

3. Ongoing voting amplification

In-show mentions reminded viewers to vote via the app as well as reminder TVCs and social activity throughout live voting periods.