Cannes Lions

GOOGLE NOW JUST DO RIGHT THING

OMD TAIWAN, Taipei / GOOGLE / 2014

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Presentation Image
Case Film

Overview

Entries

Credits

Overview

Execution

Our campaign centered on 3 short films, depicting how a young Taiwanese couple created SPECIAL MOMENTS with Google Now. A witty girlfriend re-educated her boyfriend on how Google Now provided a new way of searching and enabled spontaneous 'plans' that spiced up their relationship. The humorous yet romantic love stories presented modern life of Taiwanese in an authentic way, making the content highly relatable and engaging.

To reach busy Taiwanese, we moved away from single screen exposure (TV) to multi-screen engagement. We walked through paths they go through everyday and engaged them in their “search need time”, such as after work subway stations, tea time convenient stores and lunch time YouTube channels.

By fusing into people’s daily life, we wanted to go beyond a search tool and empower them to create more precious moments!

Outcome

- 8.5 million+ views on YouTube.

143% higher than the average views of top 10 most popular commercial videos in 2013.

- 108% download growth for iOS system

More than double the global iOS download growth rate of 53% during the hot season in Dec 2013

- 38%+ active usage growth per day within campaign period

Under the competitive status while lots of new mobile apps entering the market in 2013, the campaign successfully achieved the goals of awareness and direct download rate as well.

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