Cannes Lions

GOOGLE FUTURE SEARCH

HAKUHODO, Tokyo / GOOGLE / 2013

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Overview

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Overview

Description

Japanese people are shy. Different from those of the Western culture, many still have a mental barrier to search out loud on their smartphones.

Our challenge was to give people a fun excuse to try Google voice search on their smartphones. Make Voice Search irresistibly fun.

Our solution was to offer people an unforgettable magical experience that will connect with their younger days.We featured a national icon, a robotic cat from the future in the most popular anime series, "Doraemon." When the main character "Nobita" in need calls out "Doraemon!,"he pulls out various secret gadgets from the future to solve Nobita's problems.

September 3, 2012.

Exactly 100 years before the birth of "Doraemon," we launched an online content in which Doraemon would reply with his secret gadgets when users call out his name, "Doraemon!" using Google Voice Search on their smartphones. This encouraged behavior change among the Japanese towards Voice Search.

It became a sort of entertainment; no longer an embarrassment. Generated enormous buzz, one of the largest among past mobile campaigns conducted by Google JP, which earned free publicity worth 10 million USD.

It instigated over 30,000 tweets within the week after launch, and "Doraemon" was among the top trending words.

Execution

We featured a national icon, a robotic cat from the future in the most popular anime series, "Doraemon." When the main character "Nobita" in need calls out "Doraemon!,"he pulls out various secret gadgets from the future to solve Nobita's problems.

September 3, 2012. Exactly 100 years before the birth of "Doraemon," we launched an online content in which Doraemon would reply with his secret gadgets by using many kinds of Google AdWords when users call out his name, "Doraemon!" using Google Voice Search on their smartphones.

Outcome

Encouraged behavior change among the Japanese towards Voice Search. It became a sort of entertainment; no longer an embarrassment. Generated enormous buzz, one of the largest among past mobile campaigns conducted by Google JP, which earned free publicity worth 10 mil USD. Over 30,000 tweets within the week after launch, and "Doraemon" was among the top trending words.

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