To surprise and delight Japanese audiences we pulled famous lines from hit anime content and used them as the "queries" for Google Assistant. Anime in Japan is a cultural heritage that’s deeply rooted in the hearts and minds of the people in all generations. Japanese people not only grow up watching anime, they often like to quote and mimic lines from their favorite Anime shows in daily conversation and on social media. We saw this as the perfect opportunity to capture: show in our creatives the Google Assistant responding to these famous anime scenes and quotes in an entertaining way that shows Google Assistant’s understanding of the context.

Implementation: We produced a series of three TV commercials each featuring a scene from a widely popular Japanese Anime. “Fist of the North Star” is a popular martial art Anime that is based on the best-selling comic series that sold 60 million copies. “Your Name” is a blockbuster movie that grossed 25 billion yen. And “Mobile Suit Gundam” is a worldwide hit Anime series that is still producing sequels after more than 30 years. We used the lines spoken by the heroes and heroines from those Anime to show how Google Assistant actually responds to them.

We aired the commercials on major TV stations nationwide and 9+ digital channels. We then reused the footages to make buzz on social media, synergistically maximizing the effect of the integrated campaign.

Details:

- Combination of TV Spot (26 prefectures) and Time (Nationwide) buys

- Flighting: 2017 12/1-12/31

The campaign ignited a movement on social media and achieved 14,000 tweets per day after one month of the launch. Awareness for the Google Assistant and trials both increased at unprecedented rates. Usage of the Google Assistant went up by 3 fold everywhere around the country, and the campaign achieved record high software activation uplifts compared to any other Google Assistant campaign globally.