The first TVC
The second TVC (out only in fall 2016)
The first half of the OOH executions
GOOGLE GAME YAN
Google Apps | Philippines
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Agency: R/GA Singapore 2015/16
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A campaign to introduce Google Maps, Search and YouTube to first time smartphone users in the Philippines.
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In the Philippiness a smartphone is the first personal connected device for most people. In such markets, Google is something many have used only for research at their local library's shared computers.
The challenge was two-fold:
1) Google is not seen as the interesting brand that it is in more developed markets.
2) Secondly, despite people being familiar with Google Search, Maps and YouTube, the idea of using them on the go was alien.
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It might sound counterintuitive to create a traditional media campaign for such products, but if you think about it – in a market like the Philippines you can reach the target audience best through those channels. So we shot two TVCs and created 6 OOH executions and then supported the work with digital media buys.
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The results are confidential, but extremely good, particularly in terms of the growth of mobile searches.
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