You know the feeling you get when someone says what you’re thinking?

It was this feeling and moment we wanted to tap into for our Google App campaign in France!

Conversations often prompt people to” Google it”. Our idea was to fuel the social experience of watching TV together by anticipating what people are thinking about and triggering those conversations.

Our approach was to mirror a living room setting, providing a lens through which our audience would find themselves in that moment, in the same position. We created dozens of bespoke 15 second spots that reacted in real-time to iconic TV shows and other advertisers’ content.

Each spot was uniquely contextual all the way though from placement and content, to the people within and all aspects of the setting. This enabled us to demonstrate how the magic of the Google app enhances their TV viewing experience in the moment.

Our activity ran for one month in the run up to the festive season. A time when some of the most engaging content is on TV and people seek entertainment together in the warmth and comfort of their living rooms.

We worked seamlessly with TF1's editorial teams to select content that sparks conversation, leading to the creation of dozens of bespoke 15 second spots, tailored to the specific moment within each episode.

So when someone watched Telefoot and saw content around the Paris-Malmo game we served a spot translating “Paris is magical” in Swedish.

Or when Dancing with the Stars featured Kizomba we helped people understand where the dance is from and how to find beginner’s classes.

Our grand finale pushed the Google App integration further by creating bespoke spots reacting to advertisers’ content within one ad-break showreel and seized the opportunity to wish our audience a happy New Year.

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Over a one month period our bespoke content reached over 6.6million 15-34 year olds in France.

As a result, we amazingly delivered context at scale with impressive results! Over 100,000 searches on the App mimicked the exact content of the spots. And during the campaign period we saw a massive 43% uplift in downloads of the App (from a base already in the millions)

By behaving digitally in our TV content approach, we benefited from the best of both worlds, connecting with our audience at scale, in the moment and driving mass participation straight from their living rooms.