Cannes Lions

INSIDE ABBEY ROAD

GOOGLE CREATIVE LAB, London / GOOGLE / 2015

Awards:

1 Shortlisted Cannes Lions
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Overview

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Credits

Overview

Description

The UK is amongst the most advanced digital advertising markets and will become the first market globally where 50% of all advertising spend will be spent on digital in 2015. In such a noisy digital landscape, branded entertainment has become a way to stand out. As a brand, we set out to deliver valuable and innovative experiences our users will want to spend time with, both to champion British culture and innovation and to inspire best in class digital-first campaigns amongst Google’s advertisers that make the most of web technology.

Execution

Accessible via desktop, tablet and phone, the site enables anyone around the world to explore Abbey Road via more than 150 different 360-degree photospheres. We also 3-D scanned the space to enable an enhanced Streetview experience. Visitors can see YouTube videos and archival images right where they originally happened, read about Abbey Road’s rich history, or play with pioneering equipment in specially designed interactive gadgets. They can even be led around the studios on audio tours, and download tracks created in Abbey Road via Google Play. In total, there is over three hours of content to enjoy on the site.

Outcome

In the first week, 1.5 million people stepped inside Abbey Road, spending 100,538 hours there - a figure equivalent to over 11 years - with an average dwell time of 4.49 minutes on desktop. The project generated over 12k twitter mentions, 300k organic clicks from Facebook, and over 800 mentions in news and blogs, including a segment on Sky News and double page spreads in UK commuter newspaper The Metro.

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