Google is a very well known and loved brand in Italy, its services are widely used and Italians know that if they have a doubt, they can ask Google to dispel it. However, the Google Assistant is a new product, as well as the ability to perform actions with voice commands, and the category of voice assistants and smart speakers does not exist in Italy yet. Our challenge, with the launch of the Google Assistant, was to launch a new product and a new category, showing clearly the innovative features of the product, before the arrival of direct competitors in the market, and taking charge of the evangelization and education of the entire category. Our goals were to increase the spontaneous awareness of the Google Assistant, to enable users to use it and to let people know that "Make Google do it " is more than a claim.

Voice assistants will quickly and easily change our lives at home and outside the home. To introduce the promise "Make Google do it ", claim of the global campaign, into the Italian market we wanted to materialize the revolution that is changing our everyday life. We therefore started from one of the simplest and most magical features of the product, its ability to turn on the lights, and we imagined giving an experience that left an indelible memory in the participants, by using one of the service functions to the extreme: we asked Google Assistant to light an entire stadium. Working with the two talents Fedez and J-Ax we were able to amplify the message and to create a pure live and unforgettable entertainment moment.

Our target is 25- 34 years, young professionals, tech, fashion and social addicted. They love music, follow celebrities and spend time on smartphones, radio and TV. We worked with J-ax and Fedez to build a successful project and we found the perfect frame in their concert, the most awaited music event of the summer. Both talents are known for being on the edge of social & tech innovations. We created together a teaser campaign on their IG profile to announce something special would be happened during their concert. The live brand experience was designed specifically to involve the target in an unconventional way and to guarantee the amplification of the project thanks to social media, live streaming on national TV, radio and YT. The launch at the concert was followed by a campaign on classic media, with Fedez as trait d’union, to increase the campaign reach.

We brought the Google Assistant to the San Siro Stadium during the concert "La Finale" by rappers Fedez and J-Ax. A teaser campaign on social media involved both talents before the event. On the day of the concert the Google brand was present everywhere in the stadium, screens previewed the TV commercial and hostesses distributed to the fans some led bracelets that would have marked a magic moment in the evening. In the middle of the concert Fedez and J-Ax stopped the show and asked Google to turn on the lights, transforming San Siro into a firmament, thanks to the 80.000 leds. During and after the event the amazing activation of Google Assistant exploded on social and traditional media. The live experience at the stadium was perfectly inserted in the context of the whole product campaign and gave a precious burst to the diffusion of the Google Assistant in Italy.

The live experience has allowed the campaign to accelerate its impact and create empathy with the public in a more effective way than a classic activation and allowed to generate a great engagement and sharing of the moment.

80,000 people lived the experience at San Siro with the Google Assistant and 1 million people were streaming on Tv, Radio and YouTube. We have generated 2.3 million organic views on the web (YouTube, Instagram)

But above all we have achieved and largely exceeded the goals we had defined together with Google:

? Increase awareness of the Google Assistant: + 67% awareness uplift post campaign of the Google Assistant

? Increase use of the Google Assistant: + 25% daily active users and + 31% daily interaction week over week

? Increase the app download: + 58% app download week over week