Cannes Lions

GOOGLE SEARCH ENGINE

GOOGLE, Taipei / GOOGLE / 2013

Case Film
Supporting Content
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Case Film
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Overview

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Credits

Overview

Description

In Taiwan, TV buying is quite expensive. If the advertiser creates films longer than 60 seconds, it would be very expensive to get the films aired.

Execution

Leveraging both online (tailored digital strategy) and offline media (TVC to maximize reach out of Google's core users):

- Rich Media ad: innovative ad formats (click-to-view) to drive conversion

- YouTube Ads (TrueView: pre-roll teaser as video ads)

- YouTube Masthead: maximize impact on campaign launch day

- Banner/ Mobile ad: extend reach from video & search platform

- Search ad: fundamental linkage from user's search to the stories 

- TVC (60" & 30" version): maximize reach out of Google's online core users

Outcome

With the 7 true search stories, this campaign led to a 62% rise in Google search traffic, and finally, after more than 10 years, overtaking Yahoo, making Google the number one online search engine in Taiwan.

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