Situation: As mobile browser usage has dispersed from desktop to mobile, user apathy has become more prevalent.

Brief: Deliver a culturally relevant campaign that drives awareness, installs, and daily active users of Chrome Browser.

Tap into real moments of frustration when browsing the web that our products are helping mitigate.

Objective: We set-out to make Chrome top-of-mind for consumers and encourage active use of the browser on your mobile device through witty, relatable human truths.

“There’s No Place Like Chrome” campaign videos tap\ into a very relatable feeling. The internet, for all its wonders, can also be incredibly frustrating: think about trying to remember any one of your dozens of passwords or the abject terror of realizing you clicked on a phishing link. The videos humorously show how Google Chrome helps to relieve us all of some of these pain points.

Shot from the phone’s POV to jolt people from apathy, intimately and honestly connect to them, and drive preference of Chrome. The intimacy and honesty of the shooting style and performances is meant to feel personal, inviting us into people’s homes – both physically and digitally.

Through targeted TV, CTV, digital, and social reach and engagement, the creative film executions resulted in Chrome Browser installs skyrocketing, up 54% year-over-year and daily active users up 24%.