Page 74 - The EDIT | Q1 2017

74
Ideas
The Google app and The Voice
Australia
Campaign Title // The Google app and The Voice Brand // The Google App Campaign Duration // 29.05.2016 – 10.07.2016 Client // Google
Changing behaviour is hard but that is exactly
the challenge Google faced in 2016. People were habitually using google.com instead of the Google app which provides a better mobile experience. Telling people about the app wasn’t going to change behaviour so we created an integrated partnership with The Voice Australia and provided a better way to vote for your favourite contestant directly via the Google app. We combined this with AV and social ads showing Google app demonstrations hyper-
relevant to live episode content in real-time across the season. Our live TV ads and voting integration were an Australian media-first and consistently drove viewers to try the Google app for themselves. The campaign saw an uplift in votes cast via the Google app, a +19.4% lift in brand favourability among our target, and a +9%* lift in habitual usage of the Google app among those who voted showing actual behaviour change.
Role of comms: ACTIVATING
THE EDIT ISSUE 05 | Q1 2017