Cannes Lions

GOOGLE BOX

R/GA, Sao Paulo / GOOGLE / 2013

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Overview

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Credits

Overview

Description

Google wanted to target creative professionals in the biggest agencies in Brazil, people with the potential of using or recommending Google products in communication projects.

Our strategy was based on the insight that every creative has a genius idea inside a drawer just waiting for the right brief to come along. We created the Google Box to help make those ideas happen.

Google Box transforms ideas into reality. Creatives submit ideas that show how technology, and at least one Google Product, will improve people’s lives.

The box, powered by Android, scans submissions to a website where they can add images, videos and links. Once posted, people can comment, make suggestions, or recommend the idea using the Google +1 button.

We shared Google Box at 19 of the top agencies. Out of 4500 submissions, 3 projects were chosen to receive a head start from Google, including a trip to visit Google in the US, financial investment, and a professionally produced demo video.

Google made it clear that they are interested in world-changing ideas. Rather than simply “talking” to influential creatives through a campaign, or involving them in an event, the evolution of the project guaranteed the active participation of an important parcel of the creative community for 5 months.

We received engagement that exceeded all expectation and an important community formed around this campaign on Google+, keeping the dialog going with the target for future editions of the Creative Sandbox.

Execution

Owned Media: This experience was truly powered by Google products. The website educated visitors about the products available, connected participants with Google through hangouts, and allowed the community to discuss, vote and share the ideas as they were posted.

We used Google’s own advertising products, the PR of both companies (agency and Google) and established partnerships to produce differentiated contents.

Earned media: We had a strong PR effort to guarantee visibility by the advertisement segment in technology and innovation, with articles in: Meio&Mensagem, Catraca Livre, Exame.com, TechTudo, ProXXima, Revista Galileu, Jornal da Cultura e Reclame (Multishow).

Paid media: In addition to sponsored links and the Google Display Net, we explored many differentiated formats Brainstorm9 and Update or Die – Podcastings with the judges, content pills about the project, articles about the most discussed ideas on the site and news coverage of the Google Box tour around the agencies.

Outcome

Rather than simply “talking” to influential creatives through a campaign, or involving them in an event, the evolution of the project guaranteed the active participation of an important parcel of the creative community for 5 months.

We received engagement that exceeded all expectation. 3,502 creatives registered and sent 4,507 “approved” ideas (the client expected 1,000 ideas at most). We also registered 67,500 social shares and posts related to the project.

An important community formed around this campaign on Google+, keeping the dialog going with the target for future editions of the Creative Sandbox.

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