The results proved the attention to detail paid off: Campaign recognition was over three times the outdoor average. The campaign became a topic of conversation: more than a quarter of people surveyed said they actively spoke to someone about the campaign.But most importantly people changed their behaviour as a result: Google searches for “voice search” in London more than doubled versus the rest of the country – the biggest proportion coming from smart phones - ensuring Google hit their launch targets for this product.

By taking a key strength of digital – hyper relevant context - and marrying it with the scale and ubiquity of outdoor we did something that had never been done before: a broadcast outdoor campaign where every creative execution was relevant to the poster site that it ran on.

We zoomed in on every available individual poster site in London, and using Google maps plotted the interesting institutions in the immediate environs. The resultant database became the creative brief. As such, the precise media context explicitly informed the creative execution.Posters in the Square Mile ran “foot-see wun-hun-dred”.

Sites outside stadia carried “ley-tist skohrz”.

Sites at Baker Street carried “Shur-lok Hoemz”Difficult to pronounce stations carried the phonetic spelling as the copy…in total 150 pieces of bespoke pieces of copy across ten different poster formats, amounting to the most complex outdoor campaign ever in the UK.

Google asked us to plan the ATL launch of their new ‘voice search’ smart phone technology.The core insight lay within a contradiction: Google is the most omnipresent and everyday brand but it is perceived as being a little cold and distant. We needed to show some wit and warmth in the brand, while getting people to do something different as a result of the advertising.The advertising agency (BBH) were playing with the creative thought of using phonetics to bring the voice search product benefit to life. Our pivotal contribution was to build on this by making every piece of copy relevant to the context in which it was consumed.Not only did this add a level of warmth to the communications by giving the phonetic puzzle a better pay off but it meant that the media context dictated the creative content for each poster site in the campaign.